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| Semester | spring semester 2024 |
| Course frequency | Every spring sem. |
| Lecturers | Andreas Lanz (andreas.lanz@unibas.ch) |
| Content | Although CMOs and marketing professionals can increasingly capitalize on rich, granular data about consumers to engage in data-driven decision-making, the strategic relevance of the marketing function remains low and is still predominantly situated in the tactical––and not strategic––corner. This is surprising given the value creation of any business is achieved in the market, where the planning, execution, and monitoring should be in the hands of the marketing function. Being able to convincingly attribute marketing spendings with either a branding, or much better, the sales objective, is a prerequisite for the marketing function to gain strategic relevance. In fact, not only do CMOs need to monitor the effectiveness by means of relevant metrics, but at the same time, they need to appropriately communicate on the C-level. The goal of this course is to expose you to the challenges that CMOs face and establish a marketing mindset based on the Spreading Wings Framework that puts the marketing function back to where it belongs: in the heart of value creation. Based on several interactions with practitioners, you will be able to apply the Spreading Wings Framework, which shows the variety of interactions of the typical customer with a given business–– altogether the process of creating value––from the awareness to the advocacy stage, and states for every given stage the corresponding marketing spending as well as the guiding metric. To draw the customer journey map along which value is created, you will also be able to implement a structured process based on LEGO Serious Play. The Spreading Wings Framework will provide you with an understanding of the entirety of the marketing function, because it integrates as well as aggregates the tactical dimension. This will help you as a future marketing professional to understand the bigger picture of the marketing function, and the decision-making of CMOs in particular. Note that this is a hands-on marketing course including several practitioners: Davide Elia, Bell Foods; Rebekka Hatzung, St. Claraspital; Sacha Zuberbühler, Coop; Thomas Sucic, EY; Eliane Wanner, Pakka; Jan-Hendrik Völker-Albert, ZKB; Luca Paioni, Datamars; Stefan Reiser, LINK. Also note that for establishing a complete marketing mindset, combining both strategy and tactics, Marketing Strategy (which focuses on the strategic level) is best combined with Marketing Analytics. |
| Learning objectives | At the end of the course, based on several interactions with practitioners, you will be able to apply the Spreading Wings Framework and thereby gain strategic relevance of the marketing function. More specifically, you will be able to • Draw the customer journey map (based on LEGO Serious Play). • Allocate marketing spending. • Select relevant marketing metrics. Overview of Days 1-3: 1. LEARN and EXPERIENCE the Customer Journey (Guests: Davide Elia, Bell Foods; Rebekka Hatzung, St. Claraspital; Sacha Zuberbühler, Coop; Thomas Sucic, EY) 2. FORMALIZE and QUANTIFY the Customer Journey 3. APPLY the Spreading Wings Framework and PRESENT (Guests: Eliane Wanner, Pakka; Jan-Hendrik Völker-Albert, ZKB; Luca Paioni, Datamars; Stefan Reiser, LINK) |
| Bibliography | • Bendle, N.T., P.W. Farris, P.E. Pfeifer, and D.J. Reibstein (2020). Marketing Metrics, Pearson. • Best, R., V. Mittal, and S. Sridhar (2023). Market-Based Management. |
| Comments | Submit your CV including a motivation email indicating your specific Master’s program (and major) to andreas.lanz@unibas.ch by January 1. |
| Admission requirements | None (strong marketing focus is a plus) |
| Course application | 1. The number of participants is limited to 20. Students in the major "Marketing and Strategic Management" of the Master of Business and Economics as well as students of the Master in Business and Technology will be admitted with high priority. 2. Please register for the course and the subsequent assessment by submitting your CV including a motivation email indicating your specific Master’s program (and major) to andreas.lanz@unibas.ch by January 1. Please make sure that you are registered for the spring semester and have paid the semester fees before you register for this course. Eucor-Students and mobility students of other Swiss Universities or the FHNW have to register at the same time at the University of Basel in order to 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 3. By mid January, you will be notified if you have been admitted to the course or not. 4. Within three days of receiving the notification, a deregistration is possible by email to studiendekanat-wwz@unibas.ch. 5. Your registration will then be entered in your Online Services only after the official deadline of the course registration period. 6. The following applies to everyone: enrollment = registration for the assessment! In case of non-participation after registration it will be noted as "nicht erschienen" in the transcript. |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| unregelmässig | See individual dates | ||
| Comments | Due to technical issues, the first date of the course on Wednesday 31.01.2024 is ignored in the date above, but only displayed below: |
| Date | Time | Room |
|---|---|---|
| Wednesday 31.01.2024 | 08.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Thursday 01.02.2024 | 08.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Friday 02.02.2024 | 08.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Modules |
Module: Business Field: Marketing (Master's Studies: Business and Technology) Module: Business Field: Strategy and Organization (Master's Studies: Business and Technology) Module: Specific Electives in Labor Economics, Human Resources and Organization (Master's Studies: Business and Economics) Module: Specific Electives in Marketing and Strategic Management (Master's Studies: Business and Economics) |
| Assessment format | record of achievement |
| Assessment details | Group-project presentation (attendance and participation is a must!) |
| 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 |