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Special Marketingtrends

Course

This course?22755 is offered in winter term. In WS 2024/25 it will be offered as digital block course via Zoom. The level is Master and Bachelor advanced. Course language is German, partly English. Exams can be passed in English.

  • 13.01.2025 - 17.01.2025
  • Monday - Friday, 14.00 - 18.00 h

Zoom-Link and refering information will be provided via GRIPS. Access to the GRIPS-Course will be provided after allocation via SPUR.

As part of the course, students learn about some special marketing trends. Marketing tools and activities need to be continually adapted to changing market conditions, and professionals need new perspectives, up-to-date information about the challenges of today''s market, which can help companies become more competitive, and address their target group (s) more efficiently. For the performance of the course, a PPT lecture on a topic (trend) selected by the students should be given in the form of a group presentation.

By participating in the course, the presentation skills and the knowledge of the students about the special marketing trends can be expanded.

Erasmus / exchange students

Course-Registration:

Online via SPUR.

??? Registration: 15.07.2024 -27.10.2024
??? Allocation: 28.10.2024
??? Waitinglist: 29.10.2024 - 04.11.2024

Exam registration

  • Registration period: 29.10.2024 bis 29.11.2024
  • Deregistration period: 29.10.2024 bis 10.01.2025

Please register via mail to the chair's secretariat sigm@ur.de. In case of signing of the course, please inform the secretariat.

Valuation

You can achieve 3 ETCS by successfully passing the oral examination / presentation (40%) and a written summary (60%).?Both can be accomplished in English.

Content

  1. Direktmarketing bzw. One-to-One-Marketing, Permission Marketing
  2. Service Marketing
  3. Virus-Marketing
  4. Ethnomarketing
  5. Neuromarketing
  6. Marketolinguistik
  7. Ambient Marketing
  8. Guerilla-Marketing
  9. Eventmarketing, Erlebnismarketing, Szenenmarketing
  10. Content Marketing, Storytelling

Literature


Dietrich, F.O. - Schmidt-Bleeker, R. (2013): Narrative Brand Planning, Wie Marken zu echten Helden werden, Springer.

Etzold, V. - Ramge, T. (2014): Equity Storytelling: Think - Tell - Sell: Mit der richtigen Story den Unternehmenswert erh?hen. Springer. Gabler.

Frenzel, K. - Müller, M.- Sottong, H. (2004): Storytelling. Das Harun-al-Raschid-Prinzip. Die Kraft des Erz?hlens fürs Unternehmen nutzen. Hanser

F?rster, A. - Kreuz, P. (2006): Marketing-Trends: Innovative Konzepte für Ihren Markterfolg. Gabler.

Helm, R. - Mark, A. (2005): Akzeptanz von E-Mail- und SMS-Werbung. In: Transfer - Werbeforschung & Praxis, 50. Jg., Heft 4, 2005, S.10-13.

Janich, N. (Hrsg.) (2012): Handbuch Werbekommunikation: Sprachwissenschaftliche und interdisziplin?re Zug?nge. Narr Francke Verlag.

Kotler, P. & Keller, K.L. (2012):Marketing Management. Pearson. International Edition.

Morales, D.P. (2005): Ethnomarketing, the cultural dimension of marketing. Universidad del Norte Colombia.

Sola, H.M. (2017): Neuromarketing Armoury. Neuromarketing Science and Business Assocation Publication Series, Band 4.

Thier, K. (2010): Storytelling. Eine Methode für das Change-, Marken-, Qualit?ts- und Wissensmanagement. Springer.

Internet Sources

RZ - 30.09.2024 09:25

  1. HOMEPAGE UR