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80559-01 - Lecture: Strategy: Theory (3 CP)
| Semester | fall semester 2026 |
| Course frequency | Every fall sem. |
| Lecturers | Markus Christen (markus.christen@unibas.ch, Assessor) |
| Content | 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? |
| Learning objectives | 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. |
| Admission requirements | Bachelor in Business and Economics |
| 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 |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Monday | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
Dates
| Date | Time | Room |
|---|---|---|
| Monday 21.09.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 28.09.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 05.10.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 12.10.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 19.10.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 26.10.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 02.11.2026 | 16.15-18.00 | No class this day, -- |
| Monday 09.11.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 16.11.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 23.11.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 30.11.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Monday 07.12.2026 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| 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 International Business, Trade and the Environment (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 | tbd |
| Assessment registration/deregistration | Reg.: course registration, dereg: cancel course registration |
| 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 |