602.418 (21S) IBEC: Digital Business 3: Cases in International Marketing
Überblick
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- Lehrende/r
- LV-Titel englisch IBEC: Digital Business 3: Cases in International Marketing
- LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
- LV-Modell Onlinelehrveranstaltung
- Semesterstunde/n 2.0
- ECTS-Anrechnungspunkte 4.0
- Anmeldungen 17 (35 max.)
- Organisationseinheit
- Unterrichtssprache Englisch
- mögliche Sprache/n der Leistungserbringung Englisch
- LV-Beginn 14.04.2021
- eLearning zum Moodle-Kurs
Zeit und Ort
LV-Beschreibung
Intendierte Lernergebnisse
This course will cover several aspects of international marketing in light of digitalisation. The course will cover the basic decisions of going international from the strategic options down to the marketing mix. Using case studies students will be able to apply the contents by analysing specific problems and proposing solutions to simulate real world behaviour.
Lehrmethodik inkl. Einsatz von eLearning-Tools
The course will be blended by short lecture elements, supported by blended learning elements via podcasts to highlight the key learning for each of the sessions.
Cases will be handed out (early March in Moodle) in the beginning of the course and students are expected to prepare a solution to the case in the sessions commencing in May.
Detailed instructions for the cases in conjunction with the marking criteria will be handed out with the case studies in March. Please visit frequently the Moodle course.
Students will be graded on the quality of their group case study solutions.
Inhalt/e
- International marketing strategy
- Trade principles and the use of new technologies
- Market Entry
- International marketing mix
- Digitalization in marketing
- Digital advertising
- Digital business models
- Digital consumer behaviour and Analytics
Erwartete Vorkenntnisse
Principles of Marketing or similar
Principles of Management
Curriculare Anmeldevoraussetzungen
IBEC
Literatur
For general international marketing and lead literature
Doole, I., & Lowe, R. (2008). International marketing strategy: analysis, development and implementation. Eight edition 2019. Cengage Learning EMEA
Overview to digitalization in Marketing (additional readings)
Rindfleisch, A., & Malter, A. J. (Eds.). (2019). Marketing in a digital world. Emerald Group Publishing.
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Smith, A. (2019). Consumer behaviour and analytics: Data driven decision making. Routledge.
Prüfungsinformationen
Prüfungsmethode/n
Students will be graded on a submission of a case study solution. This is a group assignment with peer evaluation and single evaluation elements.Prüfungsinhalt/e
65% - Submission of a case study submission deadline (May 5, 2020) in Moodle (group assigment)
30% - presentation of the case study by each group member (the presentation will be graded single for each student)
5% - Peer evaluation (you will be invited to rate each of your group members for their contribution)
Beurteilungskriterien/-maßstäbe
The cases will be graded considering their
- line and quality of argument
- completeness of the solution/suggestions
- integration of adequate analysis
- visual presentation
- formal requirements of scientific submissions
The presentation will be graded considering the candidates
- Presentation material
- verbal expression and presentation skills
- comprehensiveness of the presentation
The peer evaluation is based on a short questionnaire which will be administered online to gauge the contribution of each group member.
Beurteilungsschema
Note BenotungsschemaPosition im Curriculum
- Bachelorstudium Angewandte Betriebswirtschaft
(SKZ: 518, Version: 14W.3)
-
Fach: Freie Wahlfächer
(Freifach)
-
§11 Freie Wahlfächer (
0.0h XX / 10.0 ECTS)
- 602.418 IBEC: Digital Business 3: Cases in International Marketing (2.0h VC / 4.0 ECTS)
-
§11 Freie Wahlfächer (
0.0h XX / 10.0 ECTS)
-
Fach: Freie Wahlfächer
(Freifach)
- Masterstudium International Management
(SKZ: 908, Version: 19W.1)
-
Fach: Freie Wahlfächer
(Freifach)
-
Freie Wahlfächer (
0.0h XX / 9.0 ECTS)
- 602.418 IBEC: Digital Business 3: Cases in International Marketing (2.0h VC / 4.0 ECTS)
-
Freie Wahlfächer (
0.0h XX / 9.0 ECTS)
-
Fach: Freie Wahlfächer
(Freifach)
- Bachelorstudium International Business and Economics
(SKZ: 516, Version: 19W.1)
-
Fach: Digital Business
(Wahlfach)
-
10.3 Digital Business 3 (
0.0h VO, VI, VC, KS / 4.0 ECTS)
- 602.418 IBEC: Digital Business 3: Cases in International Marketing (2.0h VC / 4.0 ECTS) Absolvierung im 3., 4., 5., 6. Semester empfohlen
-
10.3 Digital Business 3 (
0.0h VO, VI, VC, KS / 4.0 ECTS)
-
Fach: Digital Business
(Wahlfach)
Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung
-
Sommersemester 2024
- 602.418 VC IBEC: Digital Business 3: Cases in International Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2023
- 602.418 VC IBEC: Digital Business 3: Cases in International Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2022
- 602.418 VC IBEC: Digital Business 3: Cases in International Marketing (2.0h / 4.0ECTS)