602.421 (15S) Special Topics in Consumer Behavior:

Sommersemester 2015

Registration deadline has expired.

First course session
15.06.2015 10:00 - 17:00 S.1.05 On Campus
... no further dates known

Overview

Lecturer
Course title german Special Topics in Consumer Behavior:
Type Lecture - Colloquia (continuous assessment course )
Hours per Week 2.0
ECTS credits 4.0
Registrations 15 (30 max.)
Organisational unit
Language of instruction English
Course begins on 15.06.2015
Seniorstudium Liberale Yes

Time and place

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Course Information

Teaching methodology including the use of eLearning tools

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

Course content

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.

Teaching objective

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.

Prior knowledge expected

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

Literature

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.

Teaching methodology including the use of eLearning tools

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

Course content

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.

Teaching objective

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.

Prior knowledge expected

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

Literature

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.

Examination information

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.

Examination topic(s)

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 %

Examination topic(s)

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 %

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Bachelor's degree programme Applied Business Administration (SKZ: 518, Version: 05W.5)
    • Subject: Foundation course - Marketing and International Management (Compulsory elective)
      • 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)
  • Bachelor's degree programme Applied Business Administration (SKZ: 518, Version: 05W.5)
    • Subject: Foundation course - Media Management (Compulsory elective)
      • 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)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 12W.4)
    • Subject: Marketing (Compulsory elective)
      • Special Topics in Consumer Behavior ( 2.0h VC / 4.0 ECTS)
        • 602.421 Special Topics in Consumer Behavior: (2.0h VK / 4.0 ECTS)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 05W.7)
    • Subject: Foundation course - Marketing and International Management (Compulsory elective)
      • 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)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 05W.7)
    • Subject: Foundation course - Media Management (Compulsory elective)
      • 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)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 05W.7)
    • Subject: Media Management (Compulsory elective)
      • 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)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 05W.7)
    • Subject: Advanced course: Marketing and International Management (Compulsory elective)
      • 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)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 05W.7)
    • Subject: Foundation course - Media Management (Compulsory elective)
      • 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)
  • Master's degree programme Information Management (SKZ: 922, Version: 05W.2)
    • Subject: Marketing und internationales Management - Grundlagen (Compulsory elective)
      • 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)
  • Bachelor's degree programme Business and Law (SKZ: 519, Version: 05W.5)
    • Subject: Marketing and International Management (Compulsory elective)
      • 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)
  • Bachelor's degree programme Business and Law (SKZ: 519, Version: 05W.5)
    • Subject: Foundation course - Media Management (Compulsory elective)
      • 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)

Equivalent courses for counting the examination attempts

There is no equivalent course for the purpose of counting examination attempts.