602.421 (15S) Special Topics in Consumer Behavior:

Sommersemester 2015

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Erster Termin der LV
15.06.2015 10:00 - 17:00 , S.1.05
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Überblick

Lehrende/r
LV-Titel englisch
Special Topics in Consumer Behavior:
LV-Art
Vorlesung-Kurs (prüfungsimmanente LV )
Semesterstunde/n
2.0
ECTS-Anrechungspunkte
4.0
Anmeldungen
15 (30 max.)
Organisationseinheit
Unterrichtssprache
Englisch
LV-Beginn
15.06.2015
eLearning
zum Moodle-Kurs
Seniorstudium Liberale
Ja

LV-Beschreibung

Lehrmethodik

The course format will consist primarily of multimedia lectures as well as discussion of assigned articles. In addition, each student will be assigned to a group responsible for analyzing two global branding/advertising cases while in class. These groups will consist of five to six students while will be responsible for turning in a written response to a group of questions associated with the case provided by the Professor. The groups will also be expected to provide verbal responses to some of the questions in class as well. Students are expected to complete all assigned readings prior to coming to class and are also expected to participate in class discussions. The recommended readings will cover material that will also be read in class. While it is not essential to read all of these articles prior to coming to class, reading these articles is likely to be beneficial both in better following the lectures and when taking the examination. Because of the condensed schedule for the course, students are expected to make every effort to attend all classes. Occasional breaks will be taken. Group Projects: Two in-class group case analyses will be required. Students will be assigned to a groups and cases

Inhalt/e

Today’s marketers face competitive markets where branding is more important than ever before. Thus, understanding how firms create value though branding is of fundamental importance. This course will focus on how marketers build brands and on how advertising and promotion enhance the brand building process. Special emphasis will also be put on how global marketers can effectively build brands and advertise effectively across markets. To this end, the importance of understanding cultural issues will be covered. Current topics and trends in branding and promotion will also be covered in the class.

Lehrziel

1. To develop a deeper understanding of the importance of branding and brand equity to today’s marketers. 2. To introduce the concept of the brand value chain as a framework for analyzing the impact of marketing expenditures on the bottom line. 3. To understand how advertising and promotion are used to enhance the brand building process, especially in a highly competitive environments in which media clutter is difficult to overcome. 4. To expose the student to current, cutting edge information on some special topics, including big event advertising, interactive advertising/ social media, product placement, and sponsorships. 5. To develop an understanding of the current state of international advertising and promotion. Special emphasis will be placed on key trends currently affecting global advertisers.

Erwartete Vorkenntnisse

Prerequisites: Introduction to Marketing (any introductory course in Marketing)

Literatur

1) Aaker, David (2014), Aaker on Branding: 20 Principles that Drive Success. New York: Morgan James Publishing 2) Other selected readings as listed on the syllabus. These will be posted online.

Lehrmethodik

The course format will consist primarily of multimedia lectures as well as discussion of assigned articles. In addition, each student will be assigned to a group responsible for analyzing two global branding/advertising cases while in class. These groups will consist of five to six students while will be responsible for turning in a written response to a group of questions associated with the case provided by the Professor. The groups will also be expected to provide verbal responses to some of the questions in class as well. Students are expected to complete all assigned readings prior to coming to class and are also expected to participate in class discussions. The recommended readings will cover material that will also be read in class. While it is not essential to read all of these articles prior to coming to class, reading these articles is likely to be beneficial both in better following the lectures and when taking the examination. Because of the condensed schedule for the course, students are expected to make every effort to attend all classes. Occasional breaks will be taken. Group Projects: Two in-class group case analyses will be required. Students will be assigned to a groups and cases

Inhalt/e

Today’s marketers face competitive markets where branding is more important than ever before. Thus, understanding how firms create value though branding is of fundamental importance. This course will focus on how marketers build brands and on how advertising and promotion enhance the brand building process. Special emphasis will also be put on how global marketers can effectively build brands and advertise effectively across markets. To this end, the importance of understanding cultural issues will be covered. Current topics and trends in branding and promotion will also be covered in the class.

Lehrziel

1. To develop a deeper understanding of the importance of branding and brand equity to today’s marketers. 2. To introduce the concept of the brand value chain as a framework for analyzing the impact of marketing expenditures on the bottom line. 3. To understand how advertising and promotion are used to enhance the brand building process, especially in a highly competitive environments in which media clutter is difficult to overcome. 4. To expose the student to current, cutting edge information on some special topics, including big event advertising, interactive advertising/ social media, product placement, and sponsorships. 5. To develop an understanding of the current state of international advertising and promotion. Special emphasis will be placed on key trends currently affecting global advertisers.

Erwartete Vorkenntnisse

Prerequisites: Introduction to Marketing (any introductory course in Marketing)

Literatur

1) Aaker, David (2014), Aaker on Branding: 20 Principles that Drive Success. New York: Morgan James Publishing 2) Other selected readings as listed on the syllabus. These will be posted online.

Prüfungsinformationen

Prüfungsinhalt/e

There will be a 2-hour written exam covering all material on Friday, June 19. Grading will be determined as follows: Examination: 60% Participation/Attendance: 20% In-Class Case Assignments: 20 %

Prüfungsinhalt/e

There will be a 2-hour written exam covering all material on Friday, June 19. Grading will be determined as follows: Examination: 60% Participation/Attendance: 20% In-Class Case Assignments: 20 %

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)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 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)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 12W.4)
    • Fach: Marketing (Wahlfach)
      • Special Topics in Consumer Behavior ( 2.0h VC / 4.0 ECTS)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 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)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 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)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Medienmanagement (Wahlfach)
      • Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 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)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Medienmanagement - Grundlagen (Wahlfach)
      • EW1.2 Proseminar oder Vorlesung mit Proseminar ( 2.0h VP, PS / 3.0 ECTS)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 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)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 ECTS)
  • Bachelorstudium Wirtschaft und Recht (SKZ: 519, Version: 05W.5)
    • Fach: Marketing und internationales Management (Wahlfach)
      • BS1.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VK, VP / 3.0 ECTS)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 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)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 ECTS)

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Wintersemester 2019/20
  • 602.430 VC Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VC Business Ethics (parallel) (1.0h / 2.0ECTS)
Wintersemester 2018/19
  • 602.430 VC Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VC Business Ethics (1.0h / 2.0ECTS)
Sommersemester 2018
  • 602.430 VC Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VC Business Ethics (1.0h / 2.0ECTS)
Wintersemester 2017/18
  • 602.430 VC Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VC Business Ethics (1.0h / 2.0ECTS)
Sommersemester 2017
  • 602.430 VC Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VC Business Ethics (1.0h / 2.0ECTS)
Wintersemester 2016/17
  • 602.430 VC Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VC Business Ethics (1.0h / 2.0ECTS)
Sommersemester 2016
  • 602.430 VC Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VC Business Ethics (1.0h / 2.0ECTS)
Wintersemester 2015/16
  • 602.430 VC Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VC Business Ethics (1.0h / 2.0ECTS)
Sommersemester 2015
  • 602.430 VK Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VK Business Ethics (1.0h / 2.0ECTS)
Wintersemester 2014/15
  • 602.430 VK Business Ethics (1.0h / 2.0ECTS)
  • 602.431 VK Business Ethics (1.0h / 2.0ECTS)
Sommersemester 2014
  • 602.430 VK Business Ethics (1.0h / 2.0ECTS)
Wintersemester 2013/14
  • 602.430 VK Business Ethics (1.0h / 2.0ECTS)
Sommersemester 2013
  • 602.430 VK Business Ethics (1.0h / 2.0ECTS)
Wintersemester 2012/13
  • 602.430 VK Business Ethics (1.0h / 2.0ECTS)