602.418 (21S) IBEC: Digital Business 3: Cases in International Marketing

Sommersemester 2021

Registration deadline has expired.

First course session
14.04.2021 14:00 - 15:30 Klagenfurt local time Off Campus
... no further dates known

Overview

Due to the COVID-19 pandemic, it may be necessary to make changes to courses and examinations at short notice (e.g. cancellation of attendance-based courses and switching to online examinations).

For further information regarding teaching on campus, please visit: https://www.aau.at/en/corona.
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

Please note that the currently displayed dates may be subject to change due to COVID-19 measures.
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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

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

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 scheme

Position 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)
  • 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)
  • 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

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)