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