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74697-01 - Bachelor’s seminar: Bachelor Thesis in Marketing Strategy (12 CP)
| Semester | spring semester 2025 |
| Course frequency | Every spring sem. |
| Lecturers | Andrea Bublitz (andrea.bublitz@unibas.ch, Assessor) |
| Content | In this seminar, students will independently work on a topic in marketing strategy (from a list of topics), considering both theoretical frameworks and current marketing practices. Through review of academic literature and analysis of business case studies, participants will engage with real-world marketing challenges, emphasizing the integration of digital innovations and ethical considerations in strategy formulation. The student will present their findings in the form of a written paper as well as in an oral presentation. |
| Learning objectives | In this seminar, students will learn about: -Marketing Strategy: Learn about marketing strategies and tactics and apply them to current marketing trends. -Literature Research: Research, analyze, and summarize relevant academic literature and industry cases. -Research Methods: Explore research questions in marketing. Learn to generate new research ideas and formulate testable hypotheses that contribute to the field. -Academic Writing & Presentation: Train your academic writing skills and learn to communicate research findings in a written paper and an oral presentation. |
| Bibliography | Chernev, A. (2018). Strategic marketing management. Cerebellum Press. |
| Admission requirements | Admission requirements for students according to the old study regulations: - "Grundstudium" completed - at least 50 ECTS im "Aufbaustudium". Admission requirements for students according to the new study regulations (as of fall semester 2021): - "Grundstudium" completed, - at least 18 ECTS from the compulsory courses of the Aufbaustudium (from the modules Aufbau WiWi: 10134 «Intermediate Microeconomics», 10184 «Intermediate Macroeconomics» and Aufbau Methoden: 10136 «Mathematik 2», 10172 «Einführung in die Ökonometrie») - the seminar 65935 "Wissenschaftliches Arbeiten II: Verfassen und Präsentieren einer Seminararbeit" must be passed. Seminar-specific requirements: The course 23517 Introduction to Marketing must have been passed. In addition, we recommend that you have taken at least one course from the following group of courses: 25686 Marketingstrategien und Marketinginstrumente (ehemals Marketinginstrumente), 10144 Strategische Unternehmensführung, 16427 Markenführung, 58302-01 Competing in a Simulated Market: Running the Marketing Department. If demand for this course exceeds the number of available seats, we will take the number of marketing courses and your grades in these courses into account in selecting students. |
| Course application | The application for this seminar is done centrally until January 6, 2025, 24.00 with the Studiendekanat. The link to the online application form and more information can be found here: https://wwz.unibas.ch/de/studium/bachelor/aufbaustudium/bachelorarbeit/ |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| unregelmässig | See individual dates | ||
Dates
| Date | Time | Room |
|---|---|---|
| Tuesday 18.02.2025 | 14.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 19.05.2025 | 08.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S16 HG.39 |
| Tuesday 20.05.2025 | 08.15-14.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 20.05.2025 | 16.15-20.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Modules |
Module: Bachelor's Thesis (Bachelor's Studies: Business and Economics) Module: Bachelor's Thesis I (Business) (Bachelor's Studies: Business and Economics (Start of studies before 01.08.2021)) |
| Assessment format | bachelor’s thesis |
| Assessment details | Students will be evaluated based on the following criteria: -Bachelor thesis: written paper (70% of the final grade) -Presentation & participation: presentation of the paper, participation in class discussions (30% of the final grade) Attendance is mandatory for all dates. |
| Assessment registration/deregistration | Registration/deregistration: faculty |
| Repeat examination | no repeat examination |
| Scale | 1-6 0,1 |
| Repeated registration | one repetition |
| Responsible faculty | Faculty of Business and Economics , studiendekanat-wwz@unibas.ch |
| Offered by | Faculty of Business and Economics |