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| Semester | fall semester 2021 |
| Course frequency | Every fall sem. |
| Lecturers | Markus Christen (markus.christen@unibas.ch, Assessor) |
| Content | Marketing is a fascinating field whose challenge lies in making choices and proposing actions based on understanding of human behavior in different contexts. In practice, this knowledge is based on imperfect information about markets, customers, and competitors. Limitations in options and resources add further complications. Marketing hence requires not only analytical skills but also creativity and strategic thinking. To deal with this challenge, marketing offers various concepts and frameworks. They are not mind-blowingly complex; they are common sense. An apparent challenge can be that there are so many of them. Pulling out the right concept or framework for the right problem at the right time can be overwhelming. Marketing can feel like juggling 10 tennis balls while running in a treadmill with other people throwing tennis balls at you. Coping with this challenge is hard to teach in a regular course; you really need to experience it. The course is built around MARKSTRAT, the world’s leading business simulation. It gives you the opportunity to apply ideas developed during short lectures as well as the knowledge, concepts and tools from your introductory marketing course over several rounds of decisions, each representing an annual planning cycle. The course has a strong group focus; all your decisions are made within a team of several individuals and let you experience how to integrate diverse opinions into a single strategy. Click this link to learn more about this course: https://www.icloud.com/attachment/?u=https%3A%2F%2Fcvws.icloud-content.com%2FB%2FAa2Nss7c1JZ8B_JWpmC0EnlCNU6LAerhrsO_V0_H0MkmmSG8iI8H4A5b%2F%24%7Bf%7D%3Fo%3DAgjVd6v-oaG2vXe0E7Q7piaIgjURZ0mxRtwsZMTHDLKl%26v%3D1%26x%3D3%26a%3DCAogkAhAWKWSyW6gs6E0Mh_F8sZTrs3JfpQdutMB7tLKEh0SdBDtnO_vmi8Y7azqw6QvIgEAKgkC6AMA_wlhtlpSBEI1TotaBAfgDltqJEZrJTU-j9-PkSpqHYNschGFBPBGYsJOhu6WLW-zqgLweMpKQ3Ikpsbv6KKzy0AbZrtfS0tpBSExy8kee9Rrj1zvR8sITm-cm7nm%26e%3D1624713631%26fl%3D%26r%3D3C8EDF6F-32F0-42B7-90A2-CE28061604D0-1%26k%3D%24%7Buk%7D%26ckc%3Dcom.apple.largeattachment%26ckz%3D1CF303B7-7900-4BB1-A94D-C78434A5FEB3%26p%3D101%26s%3DkUrbsn47Vxod782TwEKUmHT94U8&uk=llgzZzuNhevGE2tuacjqzA&f=Competing%20in%20a%20Simulated%20market%20%28big%29.mp4&sz=269905501 |
| Learning objectives | The objective of the course Competing in a Simulated Market: Running the Marketing Department is to deliver this experience. It teaches you how to make marketing decisions in a dynamic and competitive environment through a business simulation, which requires you to develop and manage a portfolio of brands over several periods (years) in a fast-changing market, where you compete directly against other teams in the class. Through this learning-by-doing approach, the course focuses on deepening your marketing knowledge. In particular, it aims to develop your ability: • To analyze the situation of a business to identify threats and opportunities, strengths and weaknesses using different marketing resource tools. • To target, position and grow a portfolio of brands over the product life cycle with different marketing actions. • To set priorities and make tradeoffs with limited resources to implement marketing actions. • To see and sense market forces to better anticipate reactions from customers and competitors and achieve your business objectives. |
| Bibliography | Will be announced in the course. |
| Comments | IMPORTANT: The course time had to be changed to Monday 8.30 - 12.00. |
| Weblink | Weblink to ADAM |
| Admission requirements | Passed exams in both courses: «10125 Vorlesung: Einführung in die Betriebswirtschaftslehre» and «23517 Vorlesung: Introduction to Marketing». |
| Course application | Please register via this link until September 20, 2021: https://adam.unibas.ch/goto.php?target=crs_1007828_rcodevVNDyutBg4&client_id=adam To be admitted to the course you must have achieved a passing grade in "10130 Vorlesung: Einführung in die Betriebswirtschaftslehre" and in "23517 Vorlesung: Introduction to Marketing" in previous semesters. We will admit 100 students on a first-come, first-served basis. The registration is binding. In case of non-participation after registration, a "nicht erschienen" will be noted on your transcript with all its ensuing, known consequences. |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Monday | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Comments | The course will be taught in class and if necessary with a simoultaneous livestream. |
| Date | Time | Room |
|---|---|---|
| Monday 27.09.2021 | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 04.10.2021 | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 11.10.2021 | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 18.10.2021 | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 25.10.2021 | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 01.11.2021 | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 08.11.2021 | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Monday 15.11.2021 | 08.30-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Modules |
Electives Bachelor Business and Economics: Recommendations (Bachelor's degree subject: Business and Economics (Start of studies before 01.08.2021)) Modul: Aufbau Business (Bachelor's Studies: Business and Economics) Modul: Wahlbereich in Wirtschaftswissenschaften (Bachelor's degree subject: Business and Economics) Module: Business II (Bachelor's Studies: Business and Economics (Start of studies before 01.08.2021)) |
| Assessment format | record of achievement |
| Assessment details | 1. Markstrat Simulation Reports (60%) 1. Markstrat Simulation Reports (60%) a. Opportunity Analysis (15%) b. Brand Analysis (15%) c. Market Analysis & Strategy (30%) d. Key Learning Report/Final Presentation (40%) 2. Markstrat Simulation Performance (40%) a. Firm Performance During Simulation (50%) b. Competitive Position at End of Simulation (50%) |
| 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 |