International Marketing Week
Lehrinhalte
- Specific instruments in marketing communication
- Sponsoring as sufficient vehicle for achieving marketing targets
- Involved parties and their needs in sponsoring projects
- Value driven approach in sponsoring
- Social media and online marketing as key success factors for sponsored parties
Art der Vermittlung
Präsenzveranstaltung
Art der Veranstaltung
Pflichtfach
Empfohlene Fachliteratur
·Czinkota, M.R., Kotabe, M., Vrontis, D., Shams, S.M.R. (2021): Marketing Management: Past, Present and Future. 4th ed., Cham: Springer
Lern- und Lehrmethode
In person and online lectures (BIP), working on case studies in small groups, presentations, self-study and literature research, excursions
Prüfungsmethode
- 60% continuous assessment
- 40% final exam (20% written paper, 20% presentation)
- Assessment criteria: active participation in group activities, correctness of content and methodology, completeness of the answer, level of detail of the answer, compliance with the criteria of academic writing.
Voraussetzungen laut Lehrplan
none
Schnellinfos
Studiengang
Technical Sales and Marketing (Bachelor)
Akademischer Grad
Bachelor
ECTS Credits
6.00
Unterrichtssprache
Englisch
Studienplan
Berufsbegleitend
Studienjahr, in dem die Lerneinheit angeboten wird
2025
Semester in dem die Lehrveranstaltung angeboten wird
4 SS
Incoming
Nein
Lernergebnisse der Lehrveranstaltung
After successful completion of this module, students can:
- describe the methods and vehicles of sponsoring as part of the marketing mix,
- define the difference between product driven and value driven positioning in marketing, especially for sponsoring,
- analyze the value proposition and future needs of potential sponsors,
- elaborate measures for attracting sponsors,
- set up social media campaigns for sponsored parties,
- recommend adaptations for web appearances.
Kennzahl der Lehrveranstaltung
1480-24-01-BB-DE-M16