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| Semester | fall semester 2022 |
| Course frequency | Every fall sem. |
| Lecturers | Markus Christen (markus.christen@unibas.ch, Assessor) |
| Content | To bring marketing actions to life, they need to be funded with money and implemented by people. Marketing planning is an important organizational process not just to decide what specific marketing actions to take, but to think about the necessary funding, the budgeting. The result of this process is a marketing plan. The marketing plan not only summarizes the outcomes of the planning process, i.e., the marketing actions for a brand or business, it also has the role of a sales document to leadership to request the funding, a coordinating mechanism to align the various parties involved in implementing the plan, and a record of assumptions and forecasts against which actual results can be compared. The course Advanced Marketing Strategy Practice teaches you how to develop a good marketing plan, deal with uncertainty, anticipate competition, and make financial projections. It builds on all your previous marketing courses that have taught you the necessary building blocks for a marketing plan. Since in virtually all organizations marketing planning involves different people, the course has a strong group focus; all course activities are made within a team of several individuals. |
| Learning objectives | The objectives of the course are to learn how to • integrate marketing strategy and actions into a coherent and convincing marketing plan; • balance long-term versus short-term objectives and prioritize your resources accordingly; • understand and deal with different sources of uncertainty; • anticipate competitive actions and reactions; • make financial projections; and • adjust and improve your plan over time. |
| Bibliography | All required material will be posted online. Markstrat access will be explained in the first session |
| Weblink | Weblink to ADAM |
| Course application | Please register for the course and the subsequent exam via this link here (possible after August 1, 2022): https://adam.unibas.ch/goto.php?target=crs_1210959_rcodeDu2bqWuBWb&client_id=adam until September 1, 2022 at the latest. Please make sure that you have registered for the fall semester and paid the semester fees before you register for this course. Your registration will be entered in your Online Services after the official deadline of the course registration period, i.e. after October 17, 2022. |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| Block | See individual dates | ||
| Date | Time | Room |
|---|---|---|
| Monday 05.09.2022 | 14.15-15.30 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 06.09.2022 | 14.15-17.30 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Wednesday 07.09.2022 | 14.15-17.30 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Thursday 08.09.2022 | 14.15-17.30 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Friday 09.09.2022 | 14.15-17.30 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Monday 12.09.2022 | 14.15-17.30 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 13.09.2022 | 14.15-17.30 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Wednesday 14.09.2022 | 14.15-17.30 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Modules |
Module: Business Field: Marketing (Master's Studies: Business and Technology) Module: Core Courses in Marketing and Strategic Management (Master's Studies: Business and Economics) Module: Specific Electives in Finance, Controlling, Banking (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 Marketing and Strategic Management (Master's Studies: Business and Economics) Specialization Module: Marketing and Strategic Management (Master's Studies: Business and Economics (Start of studies before 01.08.2021)) |
| Assessment format | record of achievement |
| Assessment details | 1. Marketing Plan 2. Key Learning Points 3. Markstrat Performance |
| 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 |