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| Semester | fall semester 2022 |
| Course frequency | Every fall sem. |
| Lecturers |
Kay Buntschu (k.buntschu@unibas.ch)
Jan Exner (jan.exner@unibas.ch, Assessor) Nicole Glauser (nicole.glauser@unibas.ch) Marko Kocic (marko.kocic@unibas.ch) |
| Content | The course introduces concepts and technologies in marketing, with a focus on digital, owned channels. Along the typical journey of a potential customer, we will explain concepts such as Digital Strategy, KPI Framework or Customer Joruney, and technologies like Data Management Platform or Analytics. After taking this course, participants will possess a broad knowledge of methodologies and technologies, enabling them to lead teams working in the field, and to make informed decisions around all aspects of digital transformation, including tool decisions. If you have struggled with understanding your digital marketing technology in the past, this course will give you the foundations to understand exactly what can be done with current tools. You will learn how to apply digital marketing to add value to your company in your day-to-day business and on a strategic level. Details: Block 1 - 4 lectures - Introduction, History, Concepts, Strategy We introduce online digital marketing, including a short history of tools and concepts. We look at digital strategy and KPI frameworks as tools that help organisations achieve meaningful, strategic goals. Concepts like "Customer Journey", "Touch Points", "Use Cases", "Segmentation", and "Personas" will be illustrated, and we'll talk about why they are important, and how they should be used in digital marketing. Block 2 - 6 lectures - Technologies and their application We take a deep dive into the technologies behind digital marketing. Learn how Data Management Platforms, Asset & Content Management, Data Collection, Analytics, Campaign Management, Testing, and Personalisation work, and what you can and can not do with them. Block 3 - 3 lectures - Operating digital marketing In block 3, we shed light on the legal aspects, such as privacy, of digital marketing. We show how to combine strategic and technical aspects, and how to operate your digital marketing software landscape. We clarify the importance of organisational models for value realisation, and how you can make sure you get a return on your marketing spend. |
| Course application | Registration: Please enrol in the Online Services. EUCOR-Students and students of other Swiss Universities have to enrol at the students administration office (studseksupport1@unibas.ch) within the official enrolment period. In order to get access to ADAM in time, it is best to enrol before the course starts though. Enrolment = Registration for the exam! |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Thursday | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Modules |
Module: Business Field: Marketing (Master's Studies: Business and Technology) 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 | Written exam: December 8, 2022. 16:15-17:15; WWZ S13: A-Mi; WWZ S15: Mo-Z . |
| 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 |