Modulübersicht B 05-b "Marketing II"

Nr.	Workload	Credits	Studiensemester	Häufigkeit des Angebots	Dauer
B 05-b	150 Std.	5 CP	1. (bei Start im WS)	Jedes Wintersemester	1 Semester

Modulverantwortliche(r)	Lehrende(r) im Modul
Prof. Dr. Joachim Birzele	Dr. Jasmin Sani

Art des Moduls	Veranstaltungsform(en)	Kontaktzeit	Selbststudium	geplante Gruppengröße	Lehrsprache
Compulsory choice	Seminary and practical exercises, working in student groups	64 Std.	86 Std.	ca.30 Stud.	Englisch

Either module B 05-a or module B 05-b has to be taken.

Module is intended for

master-degree program Business Administration (basic module)
master-degree program Economic and Social Research (basic module)
master-degree program Management, Leadership, Innovation (basic module)
master-degree program Sports Management (basic module)

Learning outcome and skills

Marketing represents a key stage in the business process. In order to gain detailed insight in the sales or procurement market, important marketing knowledge must be acquired. In marketing management, decision-makers face complex problems that need to be solved as effectively as possible. Planning and developing strategies and concepts are vital for survival. Managers know these requirements, but should also have experience in dealing with them In an increasingly globalized and digitized business world, there are always new marketing challenges to be faced. Marketeers need to create concepts for international markets, often combined with online concepts. Hence, in this module these new developments and challenges will be discussed and practiced on real business cases in order to develop relevant skills. Important elements of international and online – marketing are going to be analysed, their essential components and their implications for the competitive market discussed and applied to a real business case. On successful completion of the module, students expect to have gained extensive insight into the strategic planning and the implementation of marketing mix measures in online and international marketing. In this practically-oriented course, students have the opportunity to apply their theoretical knowledge to a specific business case. At the same time students will learn how to present partial results within the course. The emphasis will be on both self-motivation and the ability to work in teams.

Concepts and methods exercised in this seminar: network planning technology, SWOT-analysis, Gap-analysis, business plan development, marketing mix instruments, designed media planning, differentiated sales channel decisions

Developped skills

Learning objective	Contribution of the Seminar
Social and communication skills	lectures working in teams discussing in the seminar practicing self-motivation
Creating knowledge	basic insight into marketing management insight into international and online marketing
Deepening of knowledge	*in-depth knowledge of international and online marketing and developping of one’s own business case
Instrumental competence	application of theories and methods in exercises transfer selected instruments to professional practice
Systemic competence	Recognize and assess the interaction of marketing with other business units Recognize and evaluate the interaction between internal and external actors in marketing

Mediated key qualifications

Ability to use different marketing instruments. Ability to systematically and positively use various marketing tools. Learning an internal and external perspective on marketing and its implementation in key decisions.

content

Teams of 4-5 students in this course will find themselves in the fictional role of the Brand Manager of an existing medium-sized company from the German food industry. In this role, they will be responsible for the successful market entry and market expansion into a new export market and the development of a concept for online marketing.

Detailed content:

Marketing management and its instruments as well as implications for future marketing managers,
SWOT- analysis for the home and international market
Gap analysis for market entry in a new market
The phases of international marketing exercised on a real marketing case
Basics of strategic online marketing (goals and strategies, paradigms in strategic management, product-market definition, strategic competitive advantage,
Social media marketing case studies on the application of aspects of strategic marketing
Banner advertising (online advertising, digital advertising)
Search engine advertising with Google AdWords
Affiliate and performance marketing

Way of teaching

Lectures with joint discussion of the learned basics for the specific business case; presentation of group results.

Participation requirements

Formal:: Enrolled students in the WiSo department of the RheinAhrCampus for a Master's degree.

Skills: Since the course will be held in English and homework will be written in English, the students should be fluent in this language

Examinations

Student performance: a group presentation in international marketing and a group homework in online marketing.

Im Wintersemester jeweils (Abhaltung der Lehrveranstaltung) Gesamtmodulprüfung 2. Halbsemester:

Art	Datum der Leistungserbringung	Prüfungsanmeldung
(bitte Zeitangabe ...Min)		Ende 1. HS*	Ende 2. HS*	individuelles Datum
Klausur: ...Min.	wird vom PA festgelegt*			bei Klausur nicht möglich
Test: ...Min.	tt.mm.jj			tt.mm.jj
Präsentation	14.12.2020			09.10.2020
Hausarbeit	15.12.2020			09.10.2020
Hausarbeit mit Präsentation	tt.mm.jj			tt.mm.jj
Andere	tt.mm.jj			tt.mm.jj

* Prüfungsamt Termine

Im Sommersemester jeweils (keine Abhaltung der Lehrveranstaltungen) Gesamtmodulprüfung 2. Halbsemester:

Bewertung

Voraussetzung für die Vergabe von ECTS-Punkten ist das Bestehen der Prüfungsleistung für das Modul. Das Modul geht mit 5 ECTS in die Gesamtzahl von 120 ECTS-Punkten ein.

Literaturhinweise

Ellen Roemer (2014): Internationels Marketing
Zentes, J. / Swoboda, B./Schramm-Klein, H (2013): Internationels Marketing
Czinkota, M. R. / Ronkainen, I. A. (2009): International Marketing, 9th edition
Grundlagen des Marketing, Philip Kotler, Gary Armstrong, Vero-nica Wong, John Saunders
Marketingmanagement: Strategie, Instrumente, Umsetzung, Unternehmensführung, Christian Hom-burg, Harley Krohmer (Gab-ler 2009)
Marketing (Meffert Marketing Edition): Grundlagen marktorientierter Unternehmensführung. Konzep-te - Instrumente - Praxis-beispiele. Mit neuer Fallstudie VW Golf, Christoph Bur-mann/Heribert Mef-fert
Marketing-Management: Strategien für wertschaffendes Handeln, Philip Kotler
Internationales Marketing-Management: ein markenorientierter Ansatz, Heribert Meffert, Christoph Burmann, Christian Becker (Kohlhammer 2010)