602.411 (13S) Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing

Sommersemester 2013

Registration deadline has expired.

First course session
10.06.2013 09:00 - 15:00 S.0.05 On Campus
... no further dates known

Overview

Lecturer
Course title german Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing
Type Lecture - Proseminar (continuous assessment course )
Hours per Week 2.0
ECTS credits 3.0
Registrations 23 (30 max.)
Organisational unit
Language of instruction English
Course begins on 10.06.2013
Seniorstudium Liberale Yes

Time and place

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Course Information

Teaching methodology including the use of eLearning tools

The evaluation will be based on the following criteria: - Class attendance (10%) - Class participation (10%) - Quizzes (30%) - Oral presentation (group project) (50%)

Conditions of admission

The course is designed for 40 students. In case of overbooking, students will be reregistered to the courses 602.421

Course content

The convergence of the Internet and mobile telephony in the late 1990s has produced a revolutionary telecommunication service: mobile Internet. In particular, the 2007 launch of the iPhone, with its multifunctional touch screen, has transformed the nature of high-end mobile phones, which are now seen as multipurpose mobile internet devices which can also be used for voice, text and multimedia. Global mobile operators are now accelerating technological transition from 3G to 4G, while mobile commerce has converted in a strategic issue among global firms seeking personalized marketing channels. Many brands and firms are now engaged in sophisticated marketing promotions, through LBS (Location-Based Services), QR (Quick Response) code, and advergames, among others. Furthermore, Mobile advertising is still in a growth phase.

Topics

  • Advances in Mobile Information Technology
  • Technology Adoption and Diffusion Theories
  • Mobile Marketing Framework
  • Ubiquity: Conceptualizing Time and Space
  • 2D Codes and Near Field Communication
  • Mobile Advertising and Promotion
  • Location-based Services
  • Mobile Payment and Security

Teaching objective

Given this background, a special emphasis will be placed on promotional strategy in various industry sectors, including entertainment, finance, retailing, and tourism. Our principal interest lies in the use of mobile Internet and its applications in a marketing context. Each class will consist of (1) a theoretical part, (2) a practice part (application of theoretical concepts) and (3) an exercise or activity. To this end, the instructor will provide the students with reading assignments, based on which we will hold a classroom discussion. Besides, an ample range of case studies, class activities, and individual/group assignment will be incorporated with dynamic interactions between the instructor and students.

Prior knowledge expected

STEOP/ STEP

Literature

Details please read on Moodle

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.

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Bachelor's degree programme Applied Business Administration (SKZ: 518, Version: 05W.5)
    • Subject: Foundation course - Marketing and International Management (Compulsory elective)
      • BS1/2.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Bachelor's degree programme Applied Business Administration (SKZ: 518, Version: 05W.5)
    • Subject: Foundation course - Media Management (Compulsory elective)
      • BS1/2.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 12W.4)
    • Subject: Marketing (Compulsory elective)
      • Special Topics in Consumer Behavior ( 2.0h VC / 4.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 4.0 ECTS)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 05W.7)
    • Subject: Foundation course - Marketing and International Management (Compulsory elective)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 05W.7)
    • Subject: Foundation course - Media Management (Compulsory elective)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 05W.7)
    • Subject: Advanced course: Marketing and International Management (Compulsory elective)
      • BS2.2 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Master's degree programme Information Management (SKZ: 922, Version: 05W.2)
    • Subject: Marketing und internationales Management - Grundlagen (Compulsory elective)
      • Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Bachelor's degree programme Business and Law (SKZ: 519, Version: 05W.5)
    • Subject: Marketing and International Management (Compulsory elective)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 3.0 ECTS)
  • Bachelor's degree programme Business and Law (SKZ: 519, Version: 05W.5)
    • Subject: Foundation course - Media Management (Compulsory elective)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior / MIM basics 3: Mobile Marketing (2.0h VP / 3.0 ECTS)

Equivalent courses for counting the examination attempts

Wintersemester 2023/24
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2022/23
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2021/22
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2020/21
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2019/20
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2018/19
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2017/18
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2016/17
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2015/16
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2014/15
  • 602.412 VK Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Sommersemester 2014
  • 602.421 VK Special Topics in Consumer Behavior: Online Video Streaming (2.0h / 4.0ECTS)
Wintersemester 2013/14
  • 602.412 VP Special Topics in Consumer Behavior: International Advertising (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics in Consumer Behavior: Branded Entertaiment and Media Studies (2.0h / 4.0ECTS)
Sommersemester 2013
  • 602.421 VK Special Topics in Consumer Behavior / MIM-Grundlagen 3 + MIM-Vertiefung 2 (2.0h / 4.0ECTS)
Wintersemester 2012/13
  • 602.411 VO MIM-Grundlagen 2: Vorlesung Internationales B2B Marketing (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h / 4.0ECTS)
  • 602.422 VK Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2/ Medienmanagement: Current Issues in Advertising (2.0h / 4.0ECTS)
Wintersemester 2011/12
  • 602.412 VP MIM-Grundlagen 3a: Übung/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)
Wintersemester 2010/11
  • 602.412 VP MIM-Grundlagen 3a: Übung/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)