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74697-01 - Bachelor’s seminar: Bachelor Thesis in Marketing Strategy (12 CP)
| Semester | spring semester 2026 |
| Course frequency | Every spring sem. |
| Lecturers | Andrea Bublitz (andrea.bublitz@unibas.ch, Assessor) |
| Content | In this seminar, students will independently work on a topic within the realm of Better Marketing (Strategy) for a Better World, examining how firms can create economic value while contributing positively to society and the planet. Through the study of academic literature and the analysis of contemporary business cases, students will learn how marketing strategy can foster societal well-being and address environmental challenges. The overarching objective of the seminar is to develop future research questions and identify forward-looking business opportunities that advance the role of marketing as a tool for societal betterment. Students will present their findings in the form of a written paper as well as an oral presentation. |
| Learning objectives | In this seminar, students will learn about: -Marketing Strategy for a Better World: Understand how marketing strategies and tactics can be designed to create economic value while advancing societal well-being and environmental sustainability. -Literature Research: Research, analyze, and synthesize academic literature and real-world business cases related to responsible, ethical, and purpose-driven marketing. -Research Methods: Develop meaningful research questions in marketing. Learn to generate new research ideas and formulate testable hypotheses that contribute to the understanding of “better marketing” in academia and practice. -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: - "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 5, 2026, 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 17.02.2026 | 09.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 07.04.2026 | 09.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Wednesday 08.04.2026 | 09.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 18.05.2026 | 09.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 19.05.2026 | 09.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Modules |
Module: Bachelor's Thesis (Bachelor's Studies: Business and Economics) |
| Assessment format | bachelor’s thesis |
| Assessment details | Students will be evaluated based on the following criteria: -Bachelor thesis: written paper (60% of the final grade) -Presentation & participation: presentation of the disposition and the final paper, participation in class discussions (40% 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 |