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23517-01 - Lecture: Introduction to Marketing (3 CP)
| Semester | spring semester 2026 |
| Course frequency | Every spring sem. |
| Lecturers | Andrea Bublitz (andrea.bublitz@unibas.ch, Assessor) |
| Content | Introduction to marketing strategy with a focus on segmentation, targeting, positioning, and some exposure to marketing mix decisions. Course material and exam will be in English. |
| Learning objectives | 1. Understand the language and the concepts used in marketing management, see "Inhalte". 2. Learn to apply these concepts to making managerial decisions. |
| Bibliography | You will need to purchase some literature before the first class session. As of 1 February please visit the following webpage where I will post a file with detailed instructions: https://adam.unibas.ch/goto_adam_crs_480685.html You will need access to the ADAM platform in order to visit this webpage. Thus, if you are from outside of the University of Basel, you first need to register for the course before you can access the webpage. Please plan accordingly. |
| Comments | Format: The course will be taught on site. |
| Weblink | Weblink |
| Admission requirements | Beware that Introduction to Marketing presupposes that you know that material from "10125-01 - Grundlagen der Betriebswirtschaftslehre". If you have not taken "10125-01", you may have to put in extra work in order to pass the exam in Introduction to Marketing. |
| Course application | 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! |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Course auditors welcome |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Tuesday | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
Dates
| Date | Time | Room |
|---|---|---|
| Tuesday 17.02.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 24.02.2026 | 14.15-16.00 | Fasnachtsferien |
| Tuesday 03.03.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 10.03.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 17.03.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 24.03.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 31.03.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 07.04.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 14.04.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 21.04.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 28.04.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 05.05.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 12.05.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 19.05.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 26.05.2026 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Modules |
Modul: Einführung Wirtschaftswissenschaften (Bachelor's degree subject: Business and Economics) Modul: Einführung Wirtschaftswissenschaften (Bachelor's Studies: Business and Economics) |
| Assessment format | exam |
| Assessment details | You should take the final exam during the final exam period as well as being present during all lectures. In addition, there is a consumer research requirement, which you can fulfill either by participating in a behavioral experiment or by writing a paper (only in English). written exam: The date will be published during the first week of lectures. written repeat exam; The date will be published during the first week of lectures. IMPORTANT: For courses with main lecture exams, a repetition date is offered in addition to the regular examination date. These re-take exams can only be taken if you have taken part in the regular examination date and if you failed there, i.e. had a grade < 4.0 (see paragraph 12.4 of the study regulations for the bachelor’s degree from November 16th, 2020). |
| Assessment registration/deregistration | Reg.: course registration, dereg: cancel course registration |
| Repeat examination | one repetition, best attempt counts |
| 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 |