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79692-01 - Colloquium: Advanced Marketing Analytics (3 CP)
| Semester | fall semester 2026 |
| Course frequency | Every fall sem. |
| Lecturers | Andreas Lanz (andreas.lanz@unibas.ch, Assessor) |
| Content | Building on the Marketing Analytics colloquium, the goal of this course is to transform you into a marketing professional that can engage in data-driven decision-making by means of advanced modeling. Using the statistical computing software R, one of the standard tools among data scientists, you will mine data––by means of advanced modeling––from a racing simulation, which will bolster your confidence as a future marketing professional in informing and/or taking business actions based on data. Note that this is a hands-on marketing course: As part of the racing simulation, you will compete in groups on different race tracks, after experimenting during practice laps to update the car setup. More specifically, you will analyze training data to map how track characteristics and weather conditions, together with the car setup, translate to lap times. You will then prepare for the race by deciding on the ideal car setup. You can also experiment by taking the car around the track. This will allow you to devise the race strategy: When to pit and which tyres to equip. During the live race, you will learn from your rivals’ mistakes as well as your own, and use the feedback to improve. |
| Learning objectives | At the end of the course, you will be able to generate decision-relevant insights for informing and/or taking business actions. Using the various functionalities of the statistical computing software R, you will be able to • Manipulate and visualize data. • Apply machine learning. • Report insights. |
| Bibliography | • Provost, F. and T. Fawcett (2013). Data Science for Business, O’Reilly. |
| Comments | Please submit a motivation email to andreas.lanz@unibas.ch by August 15. |
| Admission requirements | Payment of a one-time user fee for the racing simulation (CHF 30.-) and successful completion of the Marketing Analytics colloquium as well as of DataCamp’s “Machine Learning Fundamentals in R” |
| Course application | Please submit a motivation email to andreas.lanz@unibas.ch by August 15. Eucor-Students and mobility students of other Swiss Universities or the FHNW also 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 Applies to everyone: enrollment = registration for the assessment! |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| täglich | See individual dates | ||
Dates
| Date | Time | Room |
|---|---|---|
| Monday 24.08.2026 | 08.15-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| Tuesday 25.08.2026 | 08.15-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| Wednesday 26.08.2026 | 08.15-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| Modules |
Module: Business Field: Marketing (Master's Studies: Business and Technology) Module: Business Field: Strategy and Organization (Master's Studies: Business and Technology) Module: Core Courses in Marketing and Strategic Management (Master's Studies: Business and Economics) Module: Specific Electives in Business and Economics (Master's Studies: Business and Economics) Module: Specific Electives in Labor Economics, Human Resources and Organization (Master's Studies: Business and Economics) Module: Specific Electives in Marketing and Strategic Management (Master's Studies: Business and Economics) |
| Assessment format | record of achievement |
| Assessment details | Two debrief presentations, namely on the first and third day, rank in the championship, and (intra-group) peer evaluation counting 25%, 25%, 25%, and 25% toward the final grade (attendance and participation is a must!) |
| Assessment registration/deregistration | Registration/deregistration: teaching staff |
| Repeat examination | no repeat examination |
| Scale | 1-6 0,1 |
| Repeated registration | as often as necessary |
| Responsible faculty | Faculty of Business and Economics , studiendekanat-wwz@unibas.ch |
| Offered by | Faculty of Business and Economics |