Intercultural Consumer Behavior*
Course title:
Intercultural Consumer Behavior*
Intercultural Consumer Behavior*
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:
Students will learn and understand consumers and their decisions (consumer behavioural research and decision-making process). They will also understand consumer behaviour in an international context and learn to use it for marketing purposes. What behavioural characteristics do consumers in our neighbouring countries and other countries/continents selected exhibit, what commonalities can you recognize?
Students will learn and understand consumers and their decisions (consumer behavioural research and decision-making process). They will also understand consumer behaviour in an international context and learn to use it for marketing purposes. What behavioural characteristics do consumers in our neighbouring countries and other countries/continents selected exhibit, what commonalities can you recognize?
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:
Final examination
Final examination
Course language:
English
English
ECTS:
1.00
1.00
Course-hours-per-week (chw):
1.00
1.00
Course unit code:
MAR_F6
MAR_F6
Type of course unit:
Lecture
Lecture
Mode of delivery:
integrated course
integrated course
