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