Marketing in New Channels*
Course title:
Marketing in New Channels*
Marketing in New Channels*
Semester:
5
5
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:
Non-traditional, new communication channels will be presented, including guerilla marketing, viral marketing, ambient marketing, permission marketing. User/target groups, impact, costs. Features and best practise examples. Problems of convergence markets and their developments. Online marketing measures. From search engine marketing to e-mail marketing to marketing on individual and foreign websites. Features of these marketing forms, addressing target groups, costs, impact. Best practise examples will be presented.
Non-traditional, new communication channels will be presented, including guerilla marketing, viral marketing, ambient marketing, permission marketing. User/target groups, impact, costs. Features and best practise examples. Problems of convergence markets and their developments. Online marketing measures. From search engine marketing to e-mail marketing to marketing on individual and foreign websites. Features of these marketing forms, addressing target groups, costs, impact. Best practise examples will be presented.
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 Instrumentalbetrachtung 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 Instrumentalbetrachtung 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:
4.00
4.00
Course-hours-per-week (chw):
2.00
2.00
Course unit code:
MAR_F3
MAR_F3
Type of course unit:
Integrated course
Integrated course
Mode of delivery:
integrated course
integrated course
