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| Semester | spring semester 2024 |
| 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. 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 - Grundlagen der Betriebswirtschaftslehre". 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 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 |
| Course auditors welcome |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Tuesday | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Date | Time | Room |
|---|---|---|
| Tuesday 27.02.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 05.03.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 12.03.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 19.03.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 26.03.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 02.04.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 09.04.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 16.04.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 23.04.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 30.04.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 07.05.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 14.05.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 21.05.2024 | 14.15-16.00 | Bernoullianum, Grosser Hörsaal 148 |
| Tuesday 28.05.2024 | 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 degree subject: Business and Economics) Modul: Einführung Wirtschaftswissenschaften (Bachelor's Studies: 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 | You should 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). Date of the written exam: 17.06.24; 14:20-15:20. Depending on the number of students, the start of the exam may be moved forward or backward for 15 minutes. Exam rooms and start times will be published until 30.05.24. You can still withdraw from the examination by submitting a completed, signed form to our office from march 26 until april 5 / 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 march 25, please deregister only in the Online Services. repeat exam: 16.07.24; 14:15-15:15. You will receive the rooms for the repeat exam by mail. Students who study under the expiring regulations will be admitted to the examination even if - after registering in the online services- 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 |