MA_WPF_current-approaches-to-marketing-and-innovation.md

title	kuerzel	modulverantwortlich	dozierende	modulniveau	infourl	kreditpunkte	layout	date	published	angebotImWs	angebotImSs	voraussetzungenNachPruefungsordnung	empfohleneVoraussetzungen	parent	schwerpunkt	kategorie	weitereStudiengaenge	veranstaltungsform	lehrmethoden	sprache	lehrform	praesenzZeit	selbstStudium	studienleistungen	participants	studiengangkriterien	effort
Current Approaches to Marketing and Innovation	AMI	moe	moe	master		6	modulbeschreibung.11ty.js	Last Modified	true		true	keine	Basic knowledge of marketing as a business function	WAMO		wahl	ds			englisch				Einzelleistung art artkey erstpruefer zweitpruefer datum Semesterbegleitendes Projekt mit Präsentation project-presentation	min max 5 15	globalcitizenship internationalisierung interdisziplinaritaet transfer 1 0 1 0	lecture seminar practical exercise project_supervision project_work 30 30 0 0 0 0

Learning Outcome

After attending the course, students will be able to ...

• [WHAT] understand and reflectively apply basic and current topics of innovation management (such as open innovation, crowdsourcing) and marketing (such as digital marketing, marketing automation),
• [HOW] by knowing and applying the basics of innovation management, online marketing and international marketing and being able to independently familiarize themselves with current topics, work through them and critically classify, present and discuss them,
• [WHY] to apply modern innovation and marketing approaches in a corporate context and to continuously familiarize themselves with new topics.

Modulinhalt

• Innovation
  • Fundamentals, meaning and definition Innovation
  • Innovation Management
  • Current topics - Open Innovation, Crowdsourcing etc.
• International Marketing
  • Basics
  • Strategy of internationalization
  • Adaptation of marketing instruments to national conditions
  • Online Marketing
• Online/digital marketing
  • Website design
  • SEO
  • SEA
  • Local Search
  • social media marketing
  • Mobile Marketing
• Current marketing topics - e.g. marketing automation, micromoments, content marketing, viral marketing, predictive marketing

Lehr- und Lernformen

• As an introduction: self-learning on marketing basics
• Seminar-style teaching
• Presentations and case studies
• Type of examination: presentation (40%) and a detailed case study in a team (60%)

Empfohlene Literatur

• Vahs, D. und Brem, A. (2015): Innovationsmanagement, 5. Auflage, Schäffer-Pöschel Seeger, C. (2017):
• Harvard Business Manager Edition 1/2017: Innovation
• Kotabe, M. (2016): Global Marketing Management, 6. Auflage, Wiley
• Homburg, C. (2020): Marketingmanagement, 6. Auflage, Springer-Gabler
• Kreutzer, R. (2014): Praxisorientiertes Online-Marketing: Konzepte - Instrumente – Checklisten, 2. Auflage, Springer-Gabler
• Lammenett, E. (2017): Praxiswissen Online-Marketing, 6. Auflage, Springer-Gabler
• Literature on current topics (selection):
  • Tim Brown: Design Thinking. In: Harvard Business Review. Juni 2008, S. 84–92, (online).
  • Kreutzer, R. (2018): Social-Media-Marketing kompakt: Ausgestalten, Plattformen finden, messen, organisatorisch verankern, Springer-Gabler
  • Schubert, N. (2017): Marketing-Automation für Bestandskunden: Up-Selling, Cross-Selling, Empfehlungsmarketing: Mehr Umsatz mit der Wasserlochstrategie®, Freiburg: Haufe-Lexware GmbH & Co. KG