602.411 (13S) Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing

Sommersemester 2013

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Erster Termin der LV
10.06.2013 09:00 - 15:00 , S.0.05
... keine weiteren Termine bekannt

Überblick

Lehrende/r
LV-Titel englisch
Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing
LV-Art
Vorlesung-Proseminar (prüfungsimmanente LV )
Semesterstunde/n
2.0
ECTS-Anrechungspunkte
3.0
Anmeldungen
23 (30 max.)
Organisationseinheit
Unterrichtssprache
Englisch
LV-Beginn
10.06.2013
eLearning
zum Moodle-Kurs
Anmerkungen

Please read the following Chapters from his Textbook: "Okazaki, Shintaro (2012). Fundamentals of Mobile Marketing:
Chapter 3: Mobile marketing framework
Chapter 5: 2D codes and new field communication
Chapter 6: Mobile advertising and promotion

4 books are available at the library/ Semesterapparat. Please copy/ prepare the Chapters in time! THIS COURSE IS SUITABLE FOR MEDIENMANAGEMENT and Marketing STUDENTS.
Class Attandance is mandatory!

Seniorstudium Liberale
Ja

LV-Beschreibung

Lehrmethodik

The evaluation will be based on the following criteria: - Class attendance (10%) - Class participation (10%) - Quizzes (30%) - Oral presentation (group project) (50%)

Aufnahmebedingungen

The course is designed for 40 students. In case of overbooking, students will be reregistered to the courses 602.421

Inhalt/e

The convergence of the Internet and mobile telephony in the late 1990s has produced a revolutionary telecommunication service: mobile Internet. In particular, the 2007 launch of the iPhone, with its multifunctional touch screen, has transformed the nature of high-end mobile phones, which are now seen as multipurpose mobile internet devices which can also be used for voice, text and multimedia. Global mobile operators are now accelerating technological transition from 3G to 4G, while mobile commerce has converted in a strategic issue among global firms seeking personalized marketing channels. Many brands and firms are now engaged in sophisticated marketing promotions, through LBS (Location-Based Services), QR (Quick Response) code, and advergames, among others. Furthermore, Mobile advertising is still in a growth phase.

Themen

  • Advances in Mobile Information Technology
  • Technology Adoption and Diffusion Theories
  • Mobile Marketing Framework
  • Ubiquity: Conceptualizing Time and Space
  • 2D Codes and Near Field Communication
  • Mobile Advertising and Promotion
  • Location-based Services
  • Mobile Payment and Security

Lehrziel

Given this background, a special emphasis will be placed on promotional strategy in various industry sectors, including entertainment, finance, retailing, and tourism. Our principal interest lies in the use of mobile Internet and its applications in a marketing context. Each class will consist of (1) a theoretical part, (2) a practice part (application of theoretical concepts) and (3) an exercise or activity. To this end, the instructor will provide the students with reading assignments, based on which we will hold a classroom discussion. Besides, an ample range of case studies, class activities, and individual/group assignment will be incorporated with dynamic interactions between the instructor and students.

Erwartete Vorkenntnisse

STEOP/ STEP

Literatur

Details please read on Moodle

Prüfungsinformationen

Beurteilungsschema

Note/Grade Benotungsschema

Position im Curriculum

  • Bachelorstudium Angewandte Betriebswirtschaft (SKZ: 518, Version: 05W.5)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • BS1/2.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Bachelorstudium Angewandte Betriebswirtschaft (SKZ: 518, Version: 05W.5)
    • Fach: Medienmanagement - Grundlagen (Wahlfach)
      • BS1/2.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 12W.4)
    • Fach: Marketing (Wahlfach)
      • Special Topics in Consumer Behavior ( 2.0h VC / 4.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 4.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Medienmanagement - Grundlagen (Wahlfach)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Vertiefung: Marketing- und internationales Management (Wahlfach)
      • BS2.2 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Masterstudium Informationsmanagement (SKZ: 922, Version: 05W.2)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Bachelorstudium Wirtschaft und Recht (SKZ: 519, Version: 05W.5)
    • Fach: Marketing und internationales Management (Wahlfach)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Bachelorstudium Wirtschaft und Recht (SKZ: 519, Version: 05W.5)
    • Fach: Medienmanagement - Grundlagen (Wahlfach)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h VP / 3.0 ECTS)

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Wintersemester 2019/20
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2018/19
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2017/18
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2016/17
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2015/16
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2014/15
  • 602.412 VK Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Sommersemester 2014
  • 602.421 VK Special Topics in Consumer Behavior: Online Video Streaming (2.0h / 4.0ECTS)
Wintersemester 2013/14
  • 602.412 VP Special Topics in Consumer Behavior: International Advertising (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics in Consumer Behavior: Branded Entertaiment and Media Studies (2.0h / 4.0ECTS)
Sommersemester 2013
  • 602.421 VK Special Topics in Consumer Behavior / MIM-Grundlagen 3 + MIM-Vertiefung 2 (2.0h / 4.0ECTS)
Wintersemester 2012/13
  • 602.411 VO MIM-Grundlagen 2: Vorlesung Internationales B2B Marketing (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h / 4.0ECTS)
  • 602.422 VK Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2/ Medienmanagement: Current Issues in Advertising (2.0h / 4.0ECTS)
Wintersemester 2011/12
  • 602.412 VP MIM-Grundlagen 3a: Übung/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)
Wintersemester 2010/11
  • 602.412 VP MIM-Grundlagen 3a: Übung/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)