602.418 (21S) IBEC: Digital Business 3: Cases in International Marketing
Overview
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- Lecturer
- Course title german IBEC: Digital Business 3: Cases in International Marketing
- Type Lecture - Course (continuous assessment course )
- Course model Online course
- Hours per Week 2.0
- ECTS credits 4.0
- Registrations 17 (35 max.)
- Organisational unit
- Language of instruction English
- possible language(s) of the assessment English
- Course begins on 14.04.2021
- eLearning Go to Moodle course
Time and place
Course Information
Intended learning outcomes
This course will cover several aspects of international marketing in light of digitalisation. The course will cover the basic decisions of going international from the strategic options down to the marketing mix. Using case studies students will be able to apply the contents by analysing specific problems and proposing solutions to simulate real world behaviour.
Teaching methodology including the use of eLearning tools
The course will be blended by short lecture elements, supported by blended learning elements via podcasts to highlight the key learning for each of the sessions.
Cases will be handed out (early March in Moodle) in the beginning of the course and students are expected to prepare a solution to the case in the sessions commencing in May.
Detailed instructions for the cases in conjunction with the marking criteria will be handed out with the case studies in March. Please visit frequently the Moodle course.
Students will be graded on the quality of their group case study solutions.
Course content
- International marketing strategy
- Trade principles and the use of new technologies
- Market Entry
- International marketing mix
- Digitalization in marketing
- Digital advertising
- Digital business models
- Digital consumer behaviour and Analytics
Prior knowledge expected
Principles of Marketing or similar
Principles of Management
Curricular registration requirements
IBEC
Literature
For general international marketing and lead literature
Doole, I., & Lowe, R. (2008). International marketing strategy: analysis, development and implementation. Eight edition 2019. Cengage Learning EMEA
Overview to digitalization in Marketing (additional readings)
Rindfleisch, A., & Malter, A. J. (Eds.). (2019). Marketing in a digital world. Emerald Group Publishing.
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Smith, A. (2019). Consumer behaviour and analytics: Data driven decision making. Routledge.
Examination information
Examination methodology
Students will be graded on a submission of a case study solution. This is a group assignment with peer evaluation and single evaluation elements.Examination topic(s)
65% - Submission of a case study submission deadline (May 5, 2020) in Moodle (group assigment)
30% - presentation of the case study by each group member (the presentation will be graded single for each student)
5% - Peer evaluation (you will be invited to rate each of your group members for their contribution)
Assessment criteria / Standards of assessment for examinations
The cases will be graded considering their
- line and quality of argument
- completeness of the solution/suggestions
- integration of adequate analysis
- visual presentation
- formal requirements of scientific submissions
The presentation will be graded considering the candidates
- Presentation material
- verbal expression and presentation skills
- comprehensiveness of the presentation
The peer evaluation is based on a short questionnaire which will be administered online to gauge the contribution of each group member.
Grading scheme
Grade / Grade grading schemePosition in the curriculum
- Bachelor's degree programme Applied Business Administration
(SKZ: 518, Version: 14W.3)
-
Subject: Freie Wahlfächer
(Optional subject)
-
§11 Freie Wahlfächer (
0.0h XX / 10.0 ECTS)
- 602.418 IBEC: Digital Business 3: Cases in International Marketing (2.0h VC / 4.0 ECTS)
-
§11 Freie Wahlfächer (
0.0h XX / 10.0 ECTS)
-
Subject: Freie Wahlfächer
(Optional subject)
- Master's degree programme International Management
(SKZ: 908, Version: 19W.1)
-
Subject: Options
(Optional subject)
-
Freie Wahlfächer (
0.0h XX / 9.0 ECTS)
- 602.418 IBEC: Digital Business 3: Cases in International Marketing (2.0h VC / 4.0 ECTS)
-
Freie Wahlfächer (
0.0h XX / 9.0 ECTS)
-
Subject: Options
(Optional subject)
- Bachelor's degree programme International Business and Economics
(SKZ: 516, Version: 19W.1)
-
Subject: Digital Business
(Compulsory elective)
-
10.3 Digital Business 3 (
0.0h VO, VI, VC, KS / 4.0 ECTS)
- 602.418 IBEC: Digital Business 3: Cases in International Marketing (2.0h VC / 4.0 ECTS) Absolvierung im 3., 4., 5., 6. Semester empfohlen
-
10.3 Digital Business 3 (
0.0h VO, VI, VC, KS / 4.0 ECTS)
-
Subject: Digital Business
(Compulsory elective)
Equivalent courses for counting the examination attempts
-
Sommersemester 2024
- 602.418 VC IBEC: Digital Business 3: Cases in International Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2023
- 602.418 VC IBEC: Digital Business 3: Cases in International Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2022
- 602.418 VC IBEC: Digital Business 3: Cases in International Marketing (2.0h / 4.0ECTS)