| Lernergebnisse |
Kompetenzen |
(*)- The students will understand the concepts of marketing underlying international communication and use of social media.
- The students will have with a sound understanding of the differences between traditional marketing approaches and social media marketing.
- The students will be equipped with a rigorous foundation and tools for analysis and understanding the core decisions that have to be made in the international strategic communication process.
- Students are enabled to integrate theoretical concepts and models in communication strategy with practical application to business situations.
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| Fertigkeiten |
Kenntnisse |
| (*)Learning outcomes
On successful completion of this course, the students will be able to:
- LO2: Synthesize knowledge of digital 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 and digital 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]
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(*)Indicative content in the context of international communication and social media includes:
- Introduction to 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
- Working on communication decisions, e.g. communicating value, target groups, standardization of advertising messages and communication channels
- Discussion of foundations of social media marketing, e.g. shift from seller to buyer initiative
- Working on social media tools and their application in business practice
- Employing interactive market communication in an international context
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]
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| Beurteilungskriterien |
(*)Assessment methods
- Participation in class through active contributions and presentation of s social media tool (weighted 25%)
- Presentation and report of a global communication strategy and defending the strategy during in-class discussion (weighted 75%)
- Grading scale from 1 (very good), 2 (good), satisfactory (3), sufficient (4) to fail (5)
- All parts of the assessment have to be positive in order to pass the course
- Feedback session for individual feedback from the lecturer available the end of the seminar
- 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 behavior is not accepted, leading to downgrading or exclusion from the course
- Plagiarism is not accepted. Regular plagiarism checks are performed.
Synchronization of learning outcomes and assessments
- LO1: Group work and participation assessment
- LO2: Group work and participation assessment
- LO3: In-class discussion
- LO4: Group report and feedback on presentation
- LO5: Group report and feedback on presentation
- LO6: Group report and individual feedback
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| 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.
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