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| Semester | spring semester 2020 |
| Course frequency | Every spring sem. |
| Lecturers | Ozgun Atasoy (ozgun.atasoy@unibas.ch, Assessor) |
| Content | Introduction to marketing strategy with a focus on segmentation, targeting, positioning, and some exposure to marketing mix decisions. Lectures, readings, and exam will be in English. Participation in a behavioral experiment will be in German (see below). |
| 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. |
| Weblink | Weblink zum ADAM Login |
| Admission requirements | Beware that Introduction to Marketing presupposes that you know that material from "10125-01 - Einführung in die Betriebswirtschaftslehre", particularly break-even analysis. 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 enrol in MOnA. EUCOR-Students and students of other Swiss Universities have to enrol at the students administration office (studseksupport1@unibas.ch) within the official enrolment period. Enrolment = Registration for the exam! |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Course auditors welcome |
| Interval | Weekday | Time | Room |
|---|
No dates available. Please contact the lecturer.
| Modules |
Modul: Business (BUS) I (Bachelor's degree subject: Business and Economics) Module: Business I (Bachelor's Studies: Business and Economics) (Pflicht) |
| Assessment format | end-of-semester examination |
| Assessment details | Will be announced later. You should plan for a 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 (only in German) or by writing a paper (only in English). digital exam: 12.06.20; 15:30-17:00. You can still withdraw from the examination by submitting a completed, signed form to our office from 17.03.20 until 27.03.20 / 12:00 o’clock. Withdrawals sent by email will not be accepted. You will find the examination withdrawal form on the Homepage of the Student Dean’s Office. Prior to 16.03.20, please only use MONA for withdrawing. The exam rooms will be published up to 20.05.20. |
| Assessment registration/deregistration | Registration: 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 |