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Selected Issues in Marketing - Einzelansicht

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Veranstaltungsart Seminar Langtext Selected Issues in Marketing
Veranstaltungsnummer 202094 Kurztext BAH-M-4
Semester SoSe 2020 SWS 4
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Sprache englisch
Wichtige Info FE: BWL-2
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Mi. 12:00 bis 16:00 woch 22.04.2020 bis 08.07.2020  Haus C (Anbau) - C 0.65 Rumler      
Gruppe 01E:
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Di. 16:00 bis 19:30 woch 21.04.2020 bis 07.07.2020  Haus B (Badensche) - B 4.42 Klenner      
Gruppe 02E:
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Abschluss Studiengang Semester Prüfungsversion
Bachelor BA BusAdmin Abend PO 9 6 - 6 9
Bachelor BA IBAEX 84043 8 - 8 12
Bachelor BA BusAdmin Tag PO 9 5 - 5 9
Ausland BA Exchange student (Austauschstudenten) 0 - 0 8
Bachelor BA DFS PO 13 7 - 7 13
Bachelor BA BusAdmin Abend PO 13 6 - 6 13
Bachelor BA BusAdmin Tag PO 13 5 - 5 13
Bachelor BA IBAEX 84043 PO13 8 - 8 13
Bachelor BA IBMAN PO 13 6 - 6 13
Bachelor BA Economics PO 13 7 - 7 13
Bachelor BA Double Degree Incoming 84011 0 - 0 13
Bachelor BA Economics PO 16 7 - 7 16
Bachelor BA BusAdmin Tag PO 16 5 - 5 16
Bachelor BA IBAEX 84043 PO16 8 - 8 16
Bachelor BA IBMAN PO 16 6 - 6 16
Bachelor BA BusAdmin Abend PO 16 6 - 6 16
Bachelor BA IBMAN PO 17 6 - 6 17
Bachelor BA Economics PO 17 7 - 7 17
Bachelor BA BusAdmin Tag PO 19 5 - 5 19
Bachelor BA Economics PO 19 7 - 7 19
Bachelor BA Economics PO 20 7 - 7 20
Bachelor BA IBAEX 84043 PO 19 8 - 8 19
Bachelor BA IBMAN PO 19 6 - 6 19
Bachelor BA BusAdmin Teilzeit PO 19 6 - 6 19
Prüfungen / Module
Prüfungsnummer Modul
202094 Selected Issues in Market
Zuordnung zu Einrichtungen
BWL 2 (Marketing)
Inhalt
Kommentar

 Seminar von Frau Prof. Dr. A. Rumler

 

Selected Issues in Marketing: Intercultural Management and Marketing

 

Introduction to class:

Interculturality describes the congregation of people with different origins of cultures and their interaction in a structured society. In this class the influence of intercultural factors on management and marketing will be researched. Conceptual frameworks of measuring intercultural sensibility will be analyzed and applied to companies or institutions. Afterwards, students will analyze the intercultural sensibility in different organizations using a previously developed catalogue of criteria. The students will present their findings in a final presentation.

 

Target group:

Students of Business Administration and similar programs with a focus on marketing

 

Content of class:

What is “interculturality”?

Which theories can be utilized to explain “interculturality”?

What is the relevance of “interculturality” for management and marketing? What is the relevance of “interculturality” in the context of international marketing?

How can an intercultural sensibility be measured?

How can intercultural sensibility in different institutions be described?

 

Learning goals:

Fostering of intercultural sensibility as well as competence to work in intercultural teams

Acquisition of knowledge about theory and models of interculturality in management and international marketing

 

Teaching methods:

Seminar with project work and student presentations

 

 

 

 

Seminar von Herrn N. Klenner

 

Selected Issues in Marketing: Design Thinking for Marketing

 

About the course

What do leading brands, such as Apple, Google, and IBM, leading consultancies, such as Accenture, Deloitte and KPMG, and leading global universities, such as Stanford, Harvard, and MIT, have in common? They all embrace design thinking as a way of creating new products and services, facilitating change inside and outside of organizations, and educating future leaders. Design thinking is a formal approach for creative problem solving, with the intent to foster innovation (Brown, 2009; Martin, 2009). Design Thinking is applied through an iterative process that helps individuals and teams to understand users, challenge preconceived assumptions, and reframe problems in an attempt to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design thinking is not only a way of thinking and working, but also a collection of hands-on methods and tools. In this course, students will learn the basics of design thinking, challenge assumptions, and learn how to use design thinking methods in the context of solving marketing challenges.

 

Target group

Students of Business Administration and similar programs with a focus on marketing

 

Learning objectives

  • (ILO 1): Learn about the design thinking process, get insights into various design thinking methods and tools, and learn how to apply them
  • (ILO 2): Plan and execute qualitative research to understand problem spaces and envision innovative solutions to marketing issues
  • (ILO 3): Apply design thinking methods to solve marketing issues and provide a sound argument justifying an innovative marketing solution
  • (ILO 4): Critically evaluate proposed marketing solutions and address possible limitations
  • (ILO 5): Express ideas, concepts, solutions, and arguments and justify these logically and coherently to convince a marketing audience of adopting an innovative marketing solution
  • (ILO 6): Present innovative solutions in face-to-face presentations and written format

Teaching methods

Seminar with project work, student presentations, and optional visits to companies

 

Literature:

  • Brown, T. (2008). Design Thinking. Harvard Business Review,86 (6), 84–92.
  • Brown, T. (2009). Change by Design. New York, NY: HarperCollins.
  • Brown, T., & Katz, B. (2011). Change by design. Journal of Product Innovation Management, 28(3), 381-383.
  • Martin, R. (2009). The design of business: Why design thinking is the next competitive advantage. Harvard Business Press.
  • Toulmin, S. E. (2003). The uses of argument. Cambridge University Press.
  • Glen, R., Suciu, C., & Baughn, C. (2014). The need for design thinking in business schools. Academy of Management Learning & Education, 13(4), 653-667.

 


Strukturbaum
Keine Einordnung ins Vorlesungsverzeichnis vorhanden. Veranstaltung ist aus dem Semester SoSe 2020 , Aktuelles Semester: WiSe 2020/21