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International Marketing- and Communication Management

 
Prüfungsnummer(n)

2845968

Compulsory Course/Required Elective

Compulsory Course

Type of Course

Lecture

Language

English

Lecturer

Prof. Dr. habil. Klaus Kellner Prof. Dr. Hariet Köstner Prof. Dr. Manfred Uhl

Faculty/Faculties

School of Business

Offered in

Winter Term

Credits

12 ECTS

Credit Hours

8

Course Assessment

• 50% Corporate Communication (25 % presentation, 25 % written exam part 1)
• 50% Business Profiling (25 % presentation, 25 % written exam part 2)

Type of Course Assessment

Written Examination

Duration of the Exam

60 minutes

Grading

Decimal Grade

Admission Requirements
Interests in marketing, sales and communication topics as well as marketing research

Objectives

 

Corporate Communication

  • Students shall obtain awareness and expertise about the background, character and variety of Corporate Communication instruments. They shall develop understanding of the stakeholder-oriented approach of corporate communication and be able to differentiate between marketing communication and corporate communication. They shall actively develop and apply the instruments of Corporate Communication for a number of cases.

Business Profiling

  • Students shall acquire the knowledge to use the scientific method of “critical reflection”. They shall use this in order to analyze and evaluate international profile-oriented marketing concepts. Based on this they shall design profile-oriented marketing concepts themselves. They shall discuss the different methods of data collection in an international environment. They shall develop specific research designs due to a company´s requirements.

Content

 

Corporate Communication

  • Principles of Corporate Communication
  • Stakeholder Theory
  • Issue-Management and Agenda-Setting
  • Fields and instruments of corporate communication (internal communication, corporate identity/brand, content marketing, investor relations, press relations, online-communication/social media, crisis communication, corporate social responsibility, sponsoring)

Business Profiling

  • Basics of strategic Business Profiling
  • International Marketing Concepts, considering guiding profiles
  • Business research in a global environment
  • Critical Reflection und comparison of international cases

Recommended readings

 
  • Bruns, Jürgen: Internationales Marketing, Ludwigshafen 2007
  • Jahrmann, Fritz‚ Außenhandel, Herne 2010
  • Keegan, Warren J. / Green, Mark C., Global Marketing, 8th edition, Harlow 2014
  • Argenti, Paul A., Corporate Communication, 7th edition, New York 2015
  • Cornelissen, Joep, Corporate Communication, 4th edition, London 2014
  • Piwinger, Manfred / Zerfaß, Ansgar (Hrsg.), Handbuch Unternehmenskommunikation, 2. Aufl., Wiesbaden 2014

Workload and Breakdown of Credits

 

12 ECTS x 30 hours = 360 hours,  combined out of the following:

  • Course attendance: 90 hours
  • Preparation / homework / self-study : 125 hours
  • Time for exercises and group work: 25 hours
  • Semester project / presentation: 60 hours
  • Exam preparation: 60 hours
  • Exam time: 60 minutes

Teaching and Learning Methods

 
  • Interactive lectures
  • Presentations by students
  • Real life cases
  • Guest lectures and/or study trip

Download

 
International-Marketing-and-Communication-Management.pdf (224.2 KB)