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| Semester | spring semester 2023 |
| Course frequency | Every spring sem. |
| Lecturers | Willem Smit (willem.smit@unibas.ch, Assessor) |
| Content | New digital technologies have fundamentally reshaped marketing theory and practice in the last decade alone. This course addresses how technology has changed the modes of communication through which firms engage with consumers. It provides a curated overview of very recent cases and theories related to Big Consumer Data, fine-grained behavioral analytics, new monitoring tools, precise and personalized customer relationship management practices, mobile-first strategies and location-based messaging, content management, social media and its networked based predictive modeling, new forms of targeting and referral strategies, and user generated content. This is all to understand how to make or break demand for products or services digitally. This course follows the pedagogy of Learning-by-Doing by experimenting with different tactics in Digital Marketing strategies. But before we do, we as a class will discuss and apply marketing strategic thinking in order to consistently translate the strategy into: (1) User Experience / Website, (2) SEO/Organic Search, (3) Paid Search, (4) Paid Social, and (5) Email&CRM, and (6) eCommerce models. Ultimately to have all the tactics to be aligned in (7) Campaign Management. The course consists of two phases. In the first phase (March 15, 22, and April 12), our focus is on concept learning; the second phase (April 19, 26, May 3 and 10) will be on strategy formulation. |
| Learning objectives | By the time students complete this course they should be able to: 1. Understand the changing landscape of Marketing Tech. 2. Comprehend and apply the range of digital marketing tools to analyze, recommend, devise and evaluate firm strategies aimed at improving the digital performance. 3. Know how User Experience / Website, Search Engine Optimization/ Organic Search, Paid Search, Paid Social, and Email/CRM, eCommerce, and Campaign Management interact in achieving effective (digital) marketing strategies. 4. Apply to design insights-based digital marketing campaigns. |
| Bibliography | We will use a mix of reading material, video-tutorials, and slides to prepare students to apply the concepts, framework and tools to their “object of online experimentation.” Reading list: To learn about how managers and firms use the digital marketing concepts and tools in real life, we discuss case studies in class. The case studies substitute a textbook. Instead of purchasing a textbook, the eight case studies and background articles have to be purchased by the student. The costs of these documents vary from 5 to 10 USD (4.5 to 9 CHF) each. I recommend looking up the costs before registering for the course. You can buy the reading material from thecasecentre.org. Best is to register as a student and set up an account (Organization: “Universitat Basel” [with a instead of ä; important: make sure you always browse within the green student section). Please note that you will need a credit card that can be charge outside of Switzerland. After having paid, you will be able to download the readings from the Case Center webpage. For further detail please see the course syllabus - posted in a folder on the ADAM course portal Slides of the sessions will be posted on the course website after class. |
| Comments | Video Tutorials If you are a beginner in digital marketing and you want to pre-watch some videos to get familiar with the typical jargon used in this field, we recommend checking out Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage/). Also recommended are the Linkedin Learning courses. The better courses on this platform requires a subscription, but for your job search it is wise to get one anyways. |
| Weblink | Weblink to ADAM |
| 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! A deregistration is possible until April 17, 2023, 8 pm at the latest by email, including the completed exam cancellation form, which can be found on the homepage, to belegungstorno-wwz-at-unibas.ch. |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| unregelmässig | See individual dates | ||
| Date | Time | Room |
|---|---|---|
| Monday 17.04.2023 | 09.15-12.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Thursday 20.04.2023 | 15.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Monday 24.04.2023 | 14.15-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Thursday 27.04.2023 | 15.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Tuesday 02.05.2023 | 09.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Wednesday 03.05.2023 | 09.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Thursday 01.06.2023 | 16.15-19.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| 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 | The course familiarizes you with digital marketing through four interrelated activities: tool learning, class participation, understanding and experimentation. The first two are individual grade components. The latter two are team-based grade components. Overall grading will be based on the following weights: • TOOL LEARNING – fulfilling one online tool assignment 30% (Individual), select one of the four tools to learn: o Google Analytics o UX: UserTesting.com o SEO: MOZ Academy o Social Listening: Hootsuite • PARTICIPATION – 15% (Individual) o Class Participation & Professionalism: 15 % • UNDERSTANDING – 15% (Team) o Case Analyses (2 out of 6): 15% • EXPERIMENTATION – 40% (Team) o Final Paper with a pre-campaign briefing: 40% |
| Assessment registration/deregistration | Reg.: course registr.; dereg.: Office of the Dean of Studies |
| 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 |