604.700 (23S) Cases in International Consumer Behavior and Communication

Sommersemester 2023

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Erster Termin der LV
19.06.2023 09:00 - 15:00 S.0.05 On Campus
... keine weiteren Termine bekannt

Überblick

Lehrende/r
Tutor/in/Innen
LV-Titel englisch Cases in International Consumer Behavior and Communication
LV-Art Kurs (prüfungsimmanente LV )
LV-Modell Präsenzlehrveranstaltung
Semesterstunde/n 2.0
ECTS-Anrechnungspunkte 4.0
Anmeldungen 28 (35 max.)
Organisationseinheit
Unterrichtssprache Englisch
mögliche Sprache/n der Leistungserbringung Englisch
LV-Beginn 19.06.2023
eLearning zum Moodle-Kurs
Anmerkungen

!!! Please note: The lecture is part of the master's degree programme "International Management" and can therefore only be attended by students registered for the particular programme. MCM students and Incoming exchange students are welcome, too.

Zeit und Ort

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LV-Beschreibung

Inhalt/e

This course builds onmaterial that you have covered in a previously completed course: “InternationalMarketing: International Consumer Behavior and Communication.” Participantswill acquire additional knowledge and skills related to consumer behavior inthe international context. The format of this seminar is a combination oflectures, discussions of articles and cases, and team presentations.  You are expected to read the assignedarticles and case studies (posted on Moodle), prepare a Team Academic ResearchArticles presentation as well as a team Consumer & Brands Project, attendclass (in person) and actively participate in class discussions.

Erwartete Vorkenntnisse

Reserved for International Management students and exchange students

Curriculare Anmeldevoraussetzungen

Reserved for International Management students and exchange students

Literatur

All readings are available to students via Moodle. Please begin reading these articles immediately.

Convergence in Global Markets: The Great Standardization vs. Localization Debate is (Finally) put to Rest. Barbara Mueller and Charles R. Taylor. Media and Convergence Management (2013), Sandra Diehl and Matthias Karmasin Eds.

Convergence and Divergence: Developing a Semiglobal Marketing Strategy. Susan Douglas and Samuel Craig. Journal of International Marketing (2011), Vol. 19, No. 1, p. 82-101.

Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture. Dana Alden, Jan-Benedict Steenkamp and Rajeev Batra. Journal of Marketing (1999), Vo. 61, No. 1, p. 75 – 87.

Consumer Acceptance and Market Success: Wal-Mart in the UK and Germany. Elke Pioch, Ulrike Gerhard, John Fernie and Stephen Arnold.  International Journal of Retail and Distribution Management (2009), Vol. 37, No. 3, p. 205-225.

How Different is Different? Ikea’s Challenge to Appeal to Local Tastes Globally. Sofia Ulver-Sneistrup and Peter Svensson. Michael Solomon, G. Bamossy, S. Askegaard and M. K. Hogg, Consumer Behavior: A European Perspective, 4th Ed, (2010). 

Starbucks: Purveyor of Coffee— or Culture? Michael Solomon. Consumer Behavior: Buying, Having, Being (2009).

 

Clorox Green Works:  Advertising Case Study


Prüfungsinformationen

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

Prüfungsmethode/n

please look at Moodle

Prüfungsinhalt/e

please look at Moodle

Beurteilungskriterien/-maßstäbe

please look at Moodle

Beurteilungsschema

Note Benotungsschema

Position im Curriculum

  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 12W.4)
    • Fach: Freie Wahlfächer (Freifach)
      • Freie Wahlfächer ( 0.0h XX / 6.0 ECTS)
        • 604.700 Cases in International Consumer Behavior and Communication (2.0h KS / 4.0 ECTS)
  • Masterstudium International Management (SKZ: 908, Version: 19W.1)
    • Fach: Elective Subjects I: Specialization in International Management (Wahlfach)
      • Cases in International Consumer Behavior and Communication ( 0.0h KS / 4.0 ECTS)
        • 604.700 Cases in International Consumer Behavior and Communication (2.0h KS / 4.0 ECTS)
  • Masterstudium International Management (SKZ: 908, Version: 16W.1)
    • Fach: Electives I: Specialization in International Management (Wahlfach)
      • Cases in International Consumer Behavior and Communication ( 0.0h KS / 4.0 ECTS)
        • 604.700 Cases in International Consumer Behavior and Communication (2.0h KS / 4.0 ECTS)
  • Masterstudium Media and Convergence Management (SKZ: 150, Version: 13W.2)
    • Fach: Freie Wahlfächer (Options) (Freifach)
      • Freie Wahlfächer (Options) ( 0.0h XX / 6.0 ECTS)
        • 604.700 Cases in International Consumer Behavior and Communication (2.0h KS / 4.0 ECTS)
          Absolvierung im 3., 4. Semester empfohlen

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Sommersemester 2024
  • 604.700 KS Cases in International Consumer Behavior and Communication (2.0h / 4.0ECTS)
Sommersemester 2022
  • 604.700 KS Cases in International Consumer Behavior and Communication (2.0h / 4.0ECTS)
Sommersemester 2021
  • 604.700 KS Cases in International Consumer Behavior and Communication (2.0h / 4.0ECTS)
Sommersemester 2020
  • 604.700 KS Cases in International Consumer Behavior and Communication (2.0h / 4.0ECTS)
Sommersemester 2019
  • 604.700 KS Cases in International Consumer Behavior and Communication (2.0h / 3.0ECTS)
Sommersemester 2018
  • 604.700 KS Cases in International Consumer Behavior and Communication (2.0h / 3.0ECTS)
Sommersemester 2017
  • 604.700 KS Cases in International Consumer Behavior and Communication (2.0h / 3.0ECTS)
Sommersemester 2016
  • 604.700 KS Cases in International Consumer Behavior and Communication (2.0h / 3.0ECTS)
Sommersemester 2015
  • 604.700 KU Cases in International Consumer Behavior and Communication (2.0h / 3.0ECTS)
Sommersemester 2014
  • 604.700 KU Cases in International Consumer Behavior and Communication (2.0h / 3.0ECTS)
Sommersemester 2013
  • 604.700 KU Cases in International Consumer Behavior and Communication (2.0h / 3.0ECTS)