International Marketing Week
Brief description
- 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
Mode of delivery
face to face
Type
compulsory
Recommended or required reading and other learning resources/tools
·Czinkota, M.R., Kotabe, M., Vrontis, D., Shams, S.M.R. (2021): Marketing Management: Past, Present and Future. 4th ed., Cham: Springer
Planned learning activities and teaching methods
In person and online lectures (BIP), working on case studies in small groups, presentations, self-study and literature research, excursions
Assessment methods and criteria
- 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.
Prerequisites and co-requisites
none
Infos
Degree programme
Technical Sales and Marketing (Bachelor)
Cycle
Bachelor
ECTS Credits
6.00
Language of instruction
English
Curriculum
Part-Time
Academic year
2025
Semester
4 SS
Incoming
No
Learning outcome
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.
Course code
1480-24-01-BB-DE-M16