Integrated Marketing Concepts
Course title:
Integrated Marketing Concepts
Integrated Marketing Concepts
Semester:
6
6
Level:
Advanced
Advanced
Learning outcomes of course unit:
Students who complete this course will master the methods of marketing management in detail. They will learn the features of marketing for sports and cultural organisations, including how agencies work, how international consumers behave and decide. In addition, students will learn the most current marketing channels, such as online and e-Marketing and will be able to profitably use them. They will also master the ability to implement the marketing methods and channels previously learned in the form of 360-degree communication.
Students who complete this course will master the methods of marketing management in detail. They will learn the features of marketing for sports and cultural organisations, including how agencies work, how international consumers behave and decide. In addition, students will learn the most current marketing channels, such as online and e-Marketing and will be able to profitably use them. They will also master the ability to implement the marketing methods and channels previously learned in the form of 360-degree communication.
Prerequisites:
Fundamental knowledge and in-depth knowledge of marketing management
Fundamental knowledge and in-depth knowledge of marketing management
Course contents:
This course builds on previous courses on the topic of marketing planning and communication channels. Adapted to other elements of the marketing mix (product, price, distribution), communication on various levels and using various communication channels will be guided to arrive at 360-degree communication for the target group as much as possible. It will be taught how individual communication channels come together and how the message can be distributed over various channels. A feeling for integrated market communication will be taught using best practise examples.
This course builds on previous courses on the topic of marketing planning and communication channels. Adapted to other elements of the marketing mix (product, price, distribution), communication on various levels and using various communication channels will be guided to arrive at 360-degree communication for the target group as much as possible. It will be taught how individual communication channels come together and how the message can be distributed over various channels. A feeling for integrated market communication will be taught using best practise examples.
Recommended or required reading:
Patalas T.: Guerilla Marketing ? Ideen schlagen Budget, 2006 Hamman, M.: Der Nutzen von Incentive-Events: Motivation, Führung, Vergütung, 1. Auflage, 2006 Smith, C.: eMarketing eXcellence, 3. Auflage, 2008 Kollmann, T.: E-Business, 2. Auflage, 2008 Kalakota, M.: Praxisbuch E-Business, 2001 Laudon, K/ Traver, C.: E-Commerce - Business,Technology, Society, 4. Auflage, 2008 Jelassi, T./Enders, A.:Strategies for E-business: Creating Value through Electronic and Mobile Commerce, 2005 Chaffey, D.: E-Business and E-Commerce Management Bagusat A./ Hermanns, A.: E-Marketing-Management, 2008 Schwartz, T.: Erfolgreiches Online Marketing, 2008 Hermanns, A.: Sponsoring und Events im Sport: von der In-strumentalbetrachtung zur Kommunikationsplattform, 2003 Horch, H.-D./Heydel, J./Sierau, A.: Events im Sport-Marketing, Management, Finanzierung, 2004 Horch, H.-D./Hovemann, G./Kaiser, S./Viebahn, K.: Perspektiven des Sportmarketing, 2005 Meffert/Bruhn: Dienstleistungsmarketing, 4. Auflage, 2006 Schubert, M.: Sport-Marketing, 2005 Nufer, G.: Event-Marketing und ?Management, 3. Auflage, 2007 Nufer, G./Bühler, A.: Management und Marketing im Sport, 2008 Wirtz, B.W.: Direktmarketing-Management, 2. Auflage, 2009 Wirtz, B.W.: Integriertes Direktmarketing, 2005 Bruns, J./ Weis, H.C.: Direktmarketing, 2. Auflage, 2007 Kreutzer, R.: Praxisorientiertes Dialog-Marketing, 2009 Eschenbach, H.: Führung von Nonprofit-Organisationen, 2003 Zimmermann/Merten: Unternehmenskommunikation, 2001 Fill, C.: Marketing-Kommunikation, 1. Auflage, 2001 Solomon/Bamossy/Askegaard: Konsumentenverhalten, 1. Auflage, 2001 Gillespie/Jeannet/Hennessey: Global Marketing, 2. Auflage, 2006
Patalas T.: Guerilla Marketing ? Ideen schlagen Budget, 2006 Hamman, M.: Der Nutzen von Incentive-Events: Motivation, Führung, Vergütung, 1. Auflage, 2006 Smith, C.: eMarketing eXcellence, 3. Auflage, 2008 Kollmann, T.: E-Business, 2. Auflage, 2008 Kalakota, M.: Praxisbuch E-Business, 2001 Laudon, K/ Traver, C.: E-Commerce - Business,Technology, Society, 4. Auflage, 2008 Jelassi, T./Enders, A.:Strategies for E-business: Creating Value through Electronic and Mobile Commerce, 2005 Chaffey, D.: E-Business and E-Commerce Management Bagusat A./ Hermanns, A.: E-Marketing-Management, 2008 Schwartz, T.: Erfolgreiches Online Marketing, 2008 Hermanns, A.: Sponsoring und Events im Sport: von der In-strumentalbetrachtung zur Kommunikationsplattform, 2003 Horch, H.-D./Heydel, J./Sierau, A.: Events im Sport-Marketing, Management, Finanzierung, 2004 Horch, H.-D./Hovemann, G./Kaiser, S./Viebahn, K.: Perspektiven des Sportmarketing, 2005 Meffert/Bruhn: Dienstleistungsmarketing, 4. Auflage, 2006 Schubert, M.: Sport-Marketing, 2005 Nufer, G.: Event-Marketing und ?Management, 3. Auflage, 2007 Nufer, G./Bühler, A.: Management und Marketing im Sport, 2008 Wirtz, B.W.: Direktmarketing-Management, 2. Auflage, 2009 Wirtz, B.W.: Integriertes Direktmarketing, 2005 Bruns, J./ Weis, H.C.: Direktmarketing, 2. Auflage, 2007 Kreutzer, R.: Praxisorientiertes Dialog-Marketing, 2009 Eschenbach, H.: Führung von Nonprofit-Organisationen, 2003 Zimmermann/Merten: Unternehmenskommunikation, 2001 Fill, C.: Marketing-Kommunikation, 1. Auflage, 2001 Solomon/Bamossy/Askegaard: Konsumentenverhalten, 1. Auflage, 2001 Gillespie/Jeannet/Hennessey: Global Marketing, 2. Auflage, 2006
Planned learning activities and teaching methods:
Integrated course, case studies, discussion, group work
Integrated course, case studies, discussion, group work
Assessment methods and criteria:
In-course assessment
In-course assessment
Course language:
German
German
ECTS:
4.00
4.00
Course-hours-per-week (chw):
2.00
2.00
Course unit code:
MAR_F7
MAR_F7
Type of course unit:
Integrated course
Integrated course
Mode of delivery:
integrated course
integrated course
