Zurück zur Auswahl
80559-01 - Vorlesung: Strategy: Theory (3 KP)
| Semester | Herbstsemester 2026 |
| Angebotsmuster | Jedes Herbstsemester |
| Dozierende | Markus Christen (markus.christen@unibas.ch, BeurteilerIn) |
| Inhalt | The course Strategy: Theory introduces the theoretical foundation and a systematic approach to understanding a business problem and developing a marketing strategy to address it. Marketing as a management discipline is concerned with managing the exchange between buyers and sellers by developing a marketing strategy and implementing it with concrete marketing actions. This process requires a number of key strategic and tactical decisions a manager needs to make. Which customer segment(s) shall we target and which one’s shall we leave aside? What is our unique value proposition with which we want to position our firm relative to our competitors? Shall we add a new product to our product line, if so, which product(s)? At what price? With which brand? Through which channel? How can we manage and revitalize our brand over time? Shall we expand our brand/firm, if so, how can we manage that growth? In subscription contexts: shall we add a free entry product to our line? |
| Lernziele | This course shall help students prepare for these types of managerial decisions. We want students to advance their strategic and analytical thinking skills by internalizing key marketing concepts and frameworks to analyze and manage real-world problems in different contexts. Thus, the objectives of this course are: • to deepen students’ understanding of key marketing concepts needed to deal with business problems. • to provide a “marketing perspective” in approaching business problems, including strategy development; • to illustrate the range of marketing tasks in an organization, including the functional responsibilities of marketing managers; • to refine decision-making, analytical skills, and the ability to discuss and debate ideas with colleagues. |
| Teilnahmevoraussetzungen | Bachelor in Business and Economics |
| Anmeldung zur Lehrveranstaltung | Registration: Please enroll in the Online Services (services.unibas.ch); Eucor-Students and mobility students of other Swiss Universities or the FHNW first have to register at the University of Basel BEFORE the start of the course and receive their login data by post (e-mail address of the University of Basel). Processing time up to a week! Detailed information can be found here: https://www.unibas.ch/de/Studium/Mobilitaet.html After successful registration you can enroll for the course in the Online Services (services.unibas.ch). Applies to everyone: Enrolment = Registration for the course and the exam! |
| Unterrichtssprache | Englisch |
| Einsatz digitaler Medien | kein spezifischer Einsatz |
| Intervall | Wochentag | Zeit | Raum |
|---|---|---|---|
| wöchentlich | Montag | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
Einzeltermine
| Datum | Zeit | Raum |
|---|---|---|
| Montag 21.09.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 28.09.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 05.10.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 12.10.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 19.10.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 26.10.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 02.11.2026 | 16.15-18.00 Uhr | No class this day, -- |
| Montag 09.11.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 16.11.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 23.11.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 30.11.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Montag 07.12.2026 | 16.15-18.00 Uhr | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Module |
Modul: Business Field: Marketing (Masterstudium: Business and Technology) Modul: Business Field: Strategy and Organization (Masterstudium: Business and Technology) Modul: Core Courses in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften) Modul: Specific Electives in Business and Economics (Masterstudium: Wirtschaftswissenschaften) Modul: Specific Electives in International Business, Trade and the Environment (Masterstudium: Wirtschaftswissenschaften) Modul: Specific Electives in Labor Economics, Human Resources and Organization (Masterstudium: Wirtschaftswissenschaften) Modul: Specific Electives in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften) |
| Prüfung | Leistungsnachweis |
| Hinweise zur Prüfung | tbd |
| An-/Abmeldung zur Prüfung | Anm.: Belegen Lehrveranstaltung; Abm.: stornieren |
| Wiederholungsprüfung | keine Wiederholungsprüfung |
| Skala | 1-6 0,1 |
| Belegen bei Nichtbestehen | beliebig wiederholbar |
| Zuständige Fakultät | Wirtschaftswissenschaftliche Fakultät / WWZ, studiendekanat-wwz@unibas.ch |
| Anbietende Organisationseinheit | Wirtschaftswissenschaftliche Fakultät / WWZ |