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| Semester | spring semester 2023 |
| Course frequency | Every spring sem. |
| Lecturers | C. Miguel Brendl (miguel.brendl@unibas.ch, Assessor) |
| Content | Introduction to marketing strategy with a focus on segmentation, targeting, positioning, and some exposure to marketing mix decisions. Course material and exam will be in English. |
| 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. |
| Comments | Format: The course will be taught on site. The session on 30 May might be taught via Zoom. Students who study under the expiring regulations will be admitted to the examination even if - after registering in MOnA- the system should give the feedback that this is no longer possible. |
| Weblink | Weblink |
| 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 |
|---|---|---|---|
| wöchentlich | Tuesday | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Comments | Format: The course will be taught on site. The session on 30 May might be taught via Zoom. |
| Date | Time | Room |
|---|---|---|
| Tuesday 21.02.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 28.02.2023 | 14.15-16.00 | Fasnachstferien |
| Tuesday 07.03.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 14.03.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 21.03.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 28.03.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 04.04.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 11.04.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 18.04.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 25.04.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 02.05.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 09.05.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 16.05.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 23.05.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 30.05.2023 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Modules |
Modul: Business (BUS) I (Bachelor's degree subject: Business and Economics (Start of studies before 01.08.2021)) Modul: Einführung Wirtschaftswissenschaften (Bachelor's Studies: Business and Economics) Modul: Einführung Wirtschaftswissenschaften (Bachelor's degree subject: Business and Economics) Module: Business I (Bachelor's Studies: Business and Economics (Start of studies before 01.08.2021)) (Pflicht) |
| Assessment format | main lecture exam |
| Assessment details | Will be announced later. You should plan to take the 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 or by writing a paper (only in English). written exam: 19.06.23; 14:30-16:00. DSBG Sporthalle: A-Z. For this exam you will still receive additional information by email. You would have to be on site at least 30 minutes before the exam starts. The addresses of the examination rooms can be found here: https://wwz.unibas.ch/de/studium/pruefungen/vorlesungs-und-pruefungsraeume/ You can still withdraw from the examination by submitting a completed, signed form to our office from 21.03.23 until 31.03.23 / 12:00 o’clock. The deregistration form and the mail address can be found on the homepage of the Dean of Studies Office: https://wwz.unibas.ch/en/studies/examinations/de-/registration-of-examinations/ Prior to 20.03.23, please deregister only in the Online Services. The examination rooms will be published by 26.5.23. Retake exam: 14.07.23; 14:15-15:45. Students who study under the expiring regulations will be admitted to the examination even if - after registering in MOnA- the system should give the feedback that this is no longer possible. IMPORTANT: For courses with main lecture exams, a repetition date is offered in addition to the regular examination date. These re-take exams can only be taken if you have taken part in the regular examination date and if you failed there, i.e. had a grade < 4.0 (see paragraph 12.4 of the study regulations for the bachelor’s degree from November 16th, 2020). |
| Assessment registration/deregistration | Reg.: course registration, dereg: cancel course registration |
| Repeat examination | one repetition, best attempt counts |
| Scale | 1-6 0,1 |
| Repeated registration | one repetition |
| Responsible faculty | Faculty of Business and Economics , studiendekanat-wwz@unibas.ch |
| Offered by | Faculty of Business and Economics |