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| Semester | fall semester 2023 |
| 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 | This course provides an introduction to marketing concepts and technologies with a focus on digital marketing through owned channels. Throughout the course, we will take a potential use case and discuss various concepts and technologies. Upon completion of the course, participants will have a broad understanding of methodologies and technologies in digital marketing, enabling them to lead teams and make informed decisions around all aspects of digital transformation, including tool decisions. The course aims to provide the foundational knowledge necessary to understand what can be accomplished with current digital marketing tools and how to apply them in day-to-day business and on a strategic level to add value to the company. Throughout the course, we will also discuss important concepts such as “Customer Journey,” “Touch Points,” “Use Cases,” “Segmentation,” and “Personas,” illustrating their significance in digital marketing. Additionally, the course will demonstrate how to combine strategic and technical aspects to operate the digital marketing software landscape. |
| Learning objectives | Upon completion of the course, participants will have a broad understanding of methodologies and technologies in digital marketing, enabling them to lead teams and make informed decisions around all aspects of digital transformation, including tool decisions. |
| Comments | This course presumes that you will attend in person. |
| Course application | Registration: Please enroll in the Online Services (services.unibas.ch); Eucor-Students and mobility students of other Swiss Universities or the FHNW first have to register at the University of Basel BEFORE the start of the course and receive their login data by post (e-mail address of the University of Basel). Processing time up to a week! Detailed information can be found here: https://www.unibas.ch/de/Studium/Mobilitaet.html After successful registration you can enroll for the course in the Online Services (services.unibas.ch). Applies to everyone: Enrolment = Registration for the course and 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 |
| Date | Time | Room |
|---|---|---|
| Thursday 21.09.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 28.09.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 05.10.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 12.10.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 19.10.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 26.10.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 02.11.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 09.11.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 16.11.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 23.11.2023 | 16.15-18.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Thursday 30.11.2023 | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
| Thursday 07.12.2023 | 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) |
| Assessment format | record of achievement |
| Assessment details | Written exam: 07.12.23; 16:15-17:15. WWZ Audi: A-Loo; WWZ S15: Lop-Z. You can still withdraw from the examination by submitting a completed, signed form to our office from 17.10.23 until 27.10.23 / 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 16.10.23, please deregister only in the Online Services. |
| 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 |