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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.
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