Allgemeine Inhalte
Seminar Contents
Marketing is one of the most dynamic discipline, constantly influenced by technological, socio-economical and behavioural changes. As the marketing landscape continues to change, the marketers need to keep abreast of emerging marketing trends and practices to maintain customer satisfaction and increase brand loyalty. The marketers are expected to not only adapt but pre-empt the global disruptive innovation and practices, so as to re-shape their marketing strategy and sty relevant in ever-changing market place. In the most recent past, forces of internet and seamless global connectivity has forced marketer to learn and assimilate trends like digital marketing and co-creation in their daily vocabulary.
This seminar focuses on learning and sharing various emerging trends and practices in marketing discipline so as to be future ready. After all, while it’s impossible to predict the future, it’s still essential to plan for it. It is expected that discussion on various topics ranging from omni-channel marketing to SOLOMO practices of global marketers will enrich and equip the students to better prepare themselves for business life. Discussions on contemporary issues and problems faced by marketer in such a hyper-changing environment followed by innovative marketing practices shall also be a part of the module.
Seminar Setup and Timeline
This theoretical seminar allows students to explore current marketing practices and learn challenges faced by international marketer in designing their marketing strategies specific to target market. Students are expected to contribute by giving a detailed presentation on assigned topic and participate in class-room discussion. Due to theoretical nature of the seminar, it is expected that students should already have basic knowledge of marketing theories and practices. However, students will be provided with required guidance on the presentation and scientific writing.
Following a mandatory organizational kick off, the seminar will be hold in three blocks as follows:
- Block
- Fr. October 20, 2017 (10:15 to 11:45) Introduction of the seminar
- Fr. October 27, 2017 (12:15 to 13:45) Introduction of the seminar / topic assignment
- Block
- Fr. October 3, 2017 (14.00 to 17.00) Scientific research and report writing
- Block
- Sa. December 2, 2017 (10.00 to 17.00): Student Presentations
- Sa. December 16, 2017 (10.00 to 17.00): Student Presentations
- Fr. February 2, 2018 (14.00 to 17.00): Student Presentations
- Sa. February 3, 2018 (14.00 to 17.00): Student Presentations
WICHTIG: Es steht Ihnen frei in englischer oder deutscher Sprache zu präsentieren und zu schreiben. Wir empfehlen dieses Seminar auf Englisch zu absolvieren, um besser auf die Berufswelt vorbereitet zu sein, wo Englisch gängiger Standard ist. In diesem Seminar wird explizit nicht der Umgang mit der Sprache bewertet, sondern lediglich die Inhalte. Dieses Seminar bietet neben seinen spannenden inhaltlichen Themen somit auch die Möglichkeit, sich besser auf die berufliche Praxis vorzubereiten. Aus der Teilnahme auf Englisch wird Ihnen kein Nachteil entstehen.
Grading information
Passing the seminar requires the following:
· Presentation on assigned topic
· assignment
Both presentation and assignment need to be passed with a 4.0 in order to pass the seminar.
Topics for presentation (Tentative)
The students will be assigned a topic for presentation by the instructors. The presentation must have strong theoretical foundation followed by current marketing practices and insights. The students can also propose their own topic for presentation with instructors’ consent.
Few of the indicative topics for the presentation are listed as follows:
· Digital marketing
· Generation Y: Emerging trends in consumption and behavior
· Shopper marketing
· Shopper path to purchase
· Marketing through mobile apps
· Implicit cognition measurement in marketing
· C2C marketing and evolving business models
· Multi-channel to Omni-channel retailing
· Standardization Vs Glocalization of marketing communication
· Guerilla marketing and digital war fronts
· Changing spheres of Mobile marketing
· SOLOMO (Social, local and mobile) marketing
· Enhancing customer service experience through multi-channel touch-points
· Point-of-sale marketing experience
· Awakening of rural marketing
· Marketing to consumers at Bottom of Pyramid
· Evolving frontiers of luxury branding
· Customer value co-creation
· Digital content marketing
· eWOM
· Native advertising
· Marketing to millennials
· Marketing to silver surfers
· Private labels in Germany
· Internationalisation of private label
· Price strategies for smart shopper