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[ 973MGDWGCSS19 ] SE (*)Global Communication and Social Media
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(*) Leider ist diese Information in Deutsch nicht verfügbar.
Workload Ausbildungslevel Studienfachbereich VerantwortlicheR Semesterstunden Anbietende Uni
3 ECTS M2 - Master 2. Jahr Betriebswirtschaftslehre Katharina Hofer 2 SSt Johannes Kepler Universität Linz
Detailinformationen
Anmeldevoraussetzungen (*)KS Marketing Management
Quellcurriculum Masterstudium Management 2022W
Ziele (*)This course aims to:

  • Introduce concepts of marketing underlying international communication and use of social media.
  • Equip students with a sound understanding of the differences between traditional marketing approaches and social media marketing.
  • Provide students with a rigorous foundation and tools for analysis and understanding the core decisions that have to be made in the international strategic communication process.
  • Enable students to integrate theoretical concepts and models in communication strategy with practical application to business situations.

Learning outcomes:

On successful completion of this course, the students will be able to:

  • LO1: Appreciate the scope and character of communication in international markets. [subject knowledge]
  • LO2: Synthesise knowledge of communication strategy and tactics and apply concepts to international case studies. [cognitive/analytical]
  • LO3: Critically evaluate traditional and social media approaches to communication. [cognitive/analytical]
  • LO4: Accurately identify and apply relevant theory to global communication within a specific context. [cognitive/analytical]
  • LO5: Apply decision making skills related to international communication. [professional/practical skills]
  • LO6: Demonstrate the ability to formulate and present a concise global communication strategy which exposes issues logically and coherently. [transferable skills]
Lehrinhalte (*)Indicative content in the context of global communication and social media includes:

  • Foundations of the global strategic communication process
  • Understanding the environmental context of international markets, e.g. factors influencing communication in the home country environment and host country environment
  • Communication decisions, e.g. communicating value, target groups, standardization of advertising messages and communication channels
  • Foundations of social media marketing, e.g. shift from seller to buyer initiative
  • Social media tools and their application in business practice
  • Employing interactive market communication in an international context
Beurteilungskriterien (*)
  • Participation in class through active contributions and presentation of s social media tool (25%)
  • Presentation and report of a global communication strategy and defending the strategy during in-class discussion (75%)
  • All parts of the assessment have to be positive in order to pass the course
  • Peer evaluation at the end of the course
  • All students have to be able to demonstrate and make clearly identifiable their individual contributions to group work.
  • Free riding behaviour is not accepted, leading to downgrading or exclusion from the course
  • Plagiarism is not accepted. Regular plagiarism checks are performed.
Lehrmethoden (*)The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives. In addition to self-directed learning, the teaching and learning methods include formal lecture and tutorial, use of case studies and seminar exercises.
Literatur (*)Hollensen, Svend (2017): Global Marketing. Pearson.

Tuten, Tracy L. (2021): Social Media Marketing. Sage.

Berthon, Pierre R. et al. (2012): Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons 55(3), 261-271.

Johnston, Wesley J. (2018): Behavioral Implications of International Social Media Advertising: An Investigation Of Intervening and Contingency Factors. Journal of International Marketing 26(2), 43-61.

Kotler, Philip, Keller, Kevin Lane, Chernev, Alexander (2022): Marketing Management. Global/16th Edition. Person: Harlow (England).

Other materials can be retrieved from Moodle and/or will be announced in class.

Lehrinhalte wechselnd? Nein
Sonstige Informationen (*)none
Präsenzlehrveranstaltung
Teilungsziffer 25
Zuteilungsverfahren Zuteilung nach Vorrangzahl