Kursübersicht "International Marketing - Online Marketing (B 05)"

Lehrende(r) der Kurseinheit:

Dr. Jasmin Sani

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Lernergebnisse/Kompetenzen

With successful completion of the module, students will have gained extensive insights into the strategic planning and the implementation of onlinel marketing. In this practiceoriented course, students have the opportunity to apply their theoretical knowledge to a specific business case. At the same time students will learn the presentation of partial results within the course. They will practice self-motivation and the ability to work in teams.

Inhalte

The participants of the course in each team will find themselves in the fictional role of the International Brand Manager of an existing medium-sized company of the German food industry. In this role, they will be responsible for the successful development of a concept for an online webshop for the products of this company.

Phase 1: Marketing Audit:

First the online sales strategy of the company (if existing) and its main competitors in the product segment will be analyzed. The best players in the product segment will be analysed to achieve learnings in best practise strategy, goals, target groups, SEO-management, etc.. Based on the finding a SWOT analysis for the online concept will be drawn.

Phase 2: Concept development:

A basic concept for the strategic online marketing for our company will be developped: goals and strategies, paradigms in strategic management, product-market definition, strategic competitive advantage (USP), social media marketing planing , Banner advertising (online advertising, digital advertising), Search Engine Optimisation with Google AdWords, Affiliate and performance marketing

Phase 3: Development of a briefing for a web agency

The above created results shall be written down in detail in form of a briefing for a potential web agency - which is supposed to create the webshop on your behalf.

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Lehrformen

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

Teilnahmevoraussetzungen

Formale: Eingeschriebene(r) Studierende(r) am Fachbereich WiSo des RheinAhrCampus für den Master-Studiengang. Während der Vorlesung besteht Anwesenheitspflicht.

Inhaltliche:Students are required to be familiar with basics in business administration in order to a SWOT analysis. In addition, students should have a basic knowledge of marketing: They ought to be familiar with brand positioning and marketing mix activities.

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

Prüfungsformen

homework of about 4 students per group + a short individual oral test

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: 10 Min.				tt.mm.jj
Präsentation	tt.mm.jj			tt.mm.jj
Hausarbeit	15.12.20	9.10.20		tt.mm.jj
Andere	tt.mm.jj			tt.mm.jj

* Prüfungsamt Termine

Assessment: group homework

Bewertung

Die Prüfungsleistung ist erbracht und ECTS-Punkte werden zuerkannt, wenn Prüfungsleistungen zu zwei verschiedenen Kurseinheiten des Gesamtmoduls bestanden worden sind.

Die Prüfungsleistung für diese Kurseinheit geht zur Hälfte in die Prüfungsleistung für das Gesamtmodul ein.

Literaturhinweise

Basically, it is optional for the students, which in-depth literature they want to use in addition to the content provided in the seminar.Here you can find a list of possible literature in International Marketing:.

1. Alpar, A; Wojcik, D. (2012): Das große Online Marketing Praxisbuch, Data Becker, Düsseldorf
2. Düweke, E, Rabsch, S. (2012): Erfolgreiche Websites, Galileo Press, Bonn
3. Wöhe, G., Döring, U., Brösel, G.(2016): Einführung in die Allgemeine Betriebswirtschaftslehre, 26th edition, Vahlen, München
4. Michaux, S (2015): Porter's Five Forces, Namur.
5. Ellen Roemer (2014): Internationels Marketing
6. Zentes, J. / Swoboda, B./Schramm-Klein, H (2013): Internationels Marketing
7. Czinkota, M. R. / Ronkainen, I. A. (2009): International Marketing, 9th edition
8. Doole, I. / Lowe, R. (2012): International Marketing Strategy, 6th edition.
9. Grafers, H.W./ Schlich, A. W. (2006): Strategic Export Management, 1st edition, Helsinki: WSOY.
10. Hollensen, S. / Opresnik, M. (2010): Marketing – A Relationship Perspectiv#e, München.
11. Kotabe, M. & Helsen, K. (2010): Global Marketing Management, 5th edition New York.
12. Porter's, M.E.(2004): Competitive Strategy, New York.
13. Curry, E.C (2000): Internationales Marketing, Köln
14. Albaum, G. / Strandskov, J. / Duerr, E.: Internationales Marketing und Exportmanagement, 3th Edition, München
15. Zollondz, H.-D. (2003): Grundlagen Marketing, Berlin