E-Competence Management
Course title:
E-Competence Management
E-Competence Management
Semester:
3
3
Learning outcomes of course unit:
Students who complete this course will have detailed knowledge of new methods of e-Business management in the form of modern methods of so-called e-Competence management.
Students who complete this course will have detailed knowledge of new methods of e-Business management in the form of modern methods of so-called e-Competence management.
Prerequisites:
Modules MU1 and MU2
Modules MU1 and MU2
Course contents:
Social networks and social media marketing are considered to be the future marketing methods for a business to successfully implement customer acquisition and customer loyalty. The course will teach both theoretical, as well as practical knowledge, in the area of social networks and social media marketing (definition, methods and means of social networks and social media marketing, controlling and monitoring of such social networks). Course topics are: Portal technologies, web design and communication elements of such social networks, blogs, microblogging methods, personalisation and loyalty in social networks, YouTube channels, wiki systems, advertising strategies, localisation services and audio and video channels. In so doing, the expansion of the marketing mix and its application in theory and practise will likewise be addressed, as presented in case studies and best cases. A practical application will round out the course.
Social networks and social media marketing are considered to be the future marketing methods for a business to successfully implement customer acquisition and customer loyalty. The course will teach both theoretical, as well as practical knowledge, in the area of social networks and social media marketing (definition, methods and means of social networks and social media marketing, controlling and monitoring of such social networks). Course topics are: Portal technologies, web design and communication elements of such social networks, blogs, microblogging methods, personalisation and loyalty in social networks, YouTube channels, wiki systems, advertising strategies, localisation services and audio and video channels. In so doing, the expansion of the marketing mix and its application in theory and practise will likewise be addressed, as presented in case studies and best cases. A practical application will round out the course.
Recommended or required reading:
Bücher: Robert Scoble, The new rules of Marketing & PR, D. M. Scott, 2007 A. Charlesworth, Internet Marketing, Elsevier, 2009 U. Manschwetus, A. Rumler (Hrsg) Strategisches Internet Marketing, Gabler, 2002 D. Chaffey, E-Business and E-Commerce Management, Prentice Hall, 2007 E. Qualman, Socialnomics, mitp, 2009 Kevin Kelly, NetEconomy, Econ, 1998 Don Tapscott, Anthony D. Wiliams, Wikinomics, dtv, 2010 Chris Anderson, The Long Tail, dtv, 2010 Lon Safko, The Social Media Bible, John Wiley & Son, 2010 Tamara Weinberg, Social Media Marketing, O´Reilly, 2010 B. Jodeleit, Social Media Relations: Leitfaden für erfolgreiche PR-Strategien und Öffentlichkeitsarbeit im Web 2.0, Dpunkt, 2010 Michael Mallek, Social Media Marketing auf Business-to-Business Märkten, Grin Verlag, 2010 Fachzeitschriften: Fachzeitschriften:Zeitschrift für Planung und Unternehmenssteuerung; Zeitschrift für Personalpsychologie; Information Systems and e-Business Management; International Entrepreneurship and Management Journal; Zeischrift für Personalforschung; Betriebswirtschaftliche Forschung und Praxis; Review of Managerial Science; Betreibswirtschaftliche Forschung und Praxis; Accounting and Business Research; Academy of Management Perspectives; Accounting Review; American Psychologist; Behavioral Research in Accounting; Decision Support Systems; Entrepreneuship, Theory and Practice; Financial Management; Harvard Business Review; Human Resource Management; International Business Review; Journal of Business; Journal of International Marketing; Journal of Management; Journal of Marketing; Strategic Management Journal; Zeitschrift für Betriebswirtschaft; Zeitschrift für betriebwirtschaftliche Forschung
Bücher: Robert Scoble, The new rules of Marketing & PR, D. M. Scott, 2007 A. Charlesworth, Internet Marketing, Elsevier, 2009 U. Manschwetus, A. Rumler (Hrsg) Strategisches Internet Marketing, Gabler, 2002 D. Chaffey, E-Business and E-Commerce Management, Prentice Hall, 2007 E. Qualman, Socialnomics, mitp, 2009 Kevin Kelly, NetEconomy, Econ, 1998 Don Tapscott, Anthony D. Wiliams, Wikinomics, dtv, 2010 Chris Anderson, The Long Tail, dtv, 2010 Lon Safko, The Social Media Bible, John Wiley & Son, 2010 Tamara Weinberg, Social Media Marketing, O´Reilly, 2010 B. Jodeleit, Social Media Relations: Leitfaden für erfolgreiche PR-Strategien und Öffentlichkeitsarbeit im Web 2.0, Dpunkt, 2010 Michael Mallek, Social Media Marketing auf Business-to-Business Märkten, Grin Verlag, 2010 Fachzeitschriften: Fachzeitschriften:Zeitschrift für Planung und Unternehmenssteuerung; Zeitschrift für Personalpsychologie; Information Systems and e-Business Management; International Entrepreneurship and Management Journal; Zeischrift für Personalforschung; Betriebswirtschaftliche Forschung und Praxis; Review of Managerial Science; Betreibswirtschaftliche Forschung und Praxis; Accounting and Business Research; Academy of Management Perspectives; Accounting Review; American Psychologist; Behavioral Research in Accounting; Decision Support Systems; Entrepreneuship, Theory and Practice; Financial Management; Harvard Business Review; Human Resource Management; International Business Review; Journal of Business; Journal of International Marketing; Journal of Management; Journal of Marketing; Strategic Management Journal; Zeitschrift für Betriebswirtschaft; Zeitschrift für betriebwirtschaftliche Forschung
Planned learning activities and teaching methods:
Lecture, group work, presentation and task discussion
Lecture, group work, presentation and task discussion
Assessment methods and criteria:
Final examination
Final examination
Course language:
English
English
ECTS:
2.00
2.00
Course-hours-per-week (chw):
1.50
1.50
Course unit code:
V.MU3.1
V.MU3.1
Type of course unit:
Lecture
Lecture
Mode of delivery:
In-class course
In-class course
