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Marketing/Consulting Project

Module name (EN):
Name of module in study programme. It should be precise and clear.
Marketing/Consulting Project
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-140
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0015
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4PA (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
6
Semester: 1
Mandatory course: yes
Language of instruction:
German
Assessment:
Term paper with presentation (Can be repeated annually)

[updated 20.11.2019]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

MAMS-140 (P420-0015) Marketing Science, Master, ASPO 01.04.2016 , semester 1, mandatory course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Nicole Schwarz
Lecturer:
Prof. Dr. Malte Beinhauer
Prof. Dr. Nicole Schwarz


[updated 25.01.2016]
Learning outcomes:
        After successfully completing this course, students will:
-        be able to identify and analyze the technical requirements of the topic in question, assess them critically and document them.
 
-        be able to apply current scientific-theoretical findings to practical questions concerning a given marketing discipline and combine them effectively.
 
-        be able to select facts for scientific examination and develop them for these research questions.
 
-        be able to select and apply suitable empirical methods and analytical procedures to help answer their questions.
-        be able to develop solutions independently and in a goal-oriented manner within a team and deepen their professional competence on a functional level.
 
-        be able to independently organize the division of tasks and coordinate within the team, as well as between project subgroups.
 
-        be able to interact and communicate with respective external project partners and thus, strengthen their ability to empathize, communicate, negotiate and discuss.
 
 
-      be able to to act professionally, solution-oriented (motivating?) and in an inclusive manner, if necessary also in international, transcultural and interdisciplinary teams
-      be able to reflect on contributions to society as a whole and thereby assume social, ecological and/or cultural responsibility.
-        be able to adhere to deadlines.
-        be able to scientifically document their results obtained.
-        be able to present their project results in a target-group oriented manner and argue objectively in the defence of their results within the framework of a group discussion.
 
 


[updated 30.06.2024]
Module content:
Current topics from the field of marketing with emphasis on international and other specific aspects and concrete studies on marketing in cooperation with external institutions or companies, including current marketing literature.

[updated 30.06.2024]
Teaching methods/Media:
Project work in groups.

[updated 20.11.2019]
Recommended or required reading:
Basic literature will be compiled according to the respective topic. In-depth literature research is required and is an integral part of the course.
Sample literature (marketing project in the field of sustainability):
  
Adeola, O. et. Al. (2021), Green Marketing in Emerging Markets – Strategic and Operational Perspectives, 1. Auflage, Springer Nature Switzerland AG, Cham, Switzerland.
Ahlert, D. et. Al. (Hrsg.) 2011, Corporate Social Responsibility – Determinaten der Wahrnehmung, Wirkungsprozesse und Kosequenzen, 1. Auflange, Gabler, Wiesbaden.
Backhaus, K. & Schneider, H. (2020), Strategisches Marketing, 3. Auflage, Schäffer-Poeschel Verlag, Stuttgart.
Buchholtz, A. (2017), The Institutionalization of Corporate Social Responsibility Reporting, Business & Society, 56(8), 1107-1135.
Bürer, M. (2007), Social acceptance of renewable energy innovation: An introduction to the concept, Elsevier, Energy Policy, 35 (February), 2683-2691.
Casais, B. & Soares, A. (2022) Uniting Marketing Efforts for the Common Good – A Challenge for the Fourth Sector, Springer Nature Switzerland AG, Cham, Switzerland.
Celik, A. & Kalka, R. (2022), Die Abgrenzung, Eingliederung und Umsetzung des Corporate Purpose im Marketing, Forschungsberichte des Fachbereichs Wirtschaftswissenschaften der Hochschule Düsseldorf, erreichbar unter: https://doi.org/10.20385/opus4-3958 . Abruf am 09.04.2024.
Christensen, L. (2002), Corporate communication: the challenge of transparency, International Journal, 7 (3), 162-168.
Dütschke, E. & Kratschmann M. (2021), Selling the sun: A critical review of the sustainability of solar energy marketing and advertising in Germany.
Fifka, M. (Hrsg.) 2014, CSR und Reporting – Nachhaltigkeits- und CSR-Berichterstattung verstehen und erfolgreich umsetzen, 1. Auflage, Gabler, Wiesbaden.
Fordon, A. (2018), Die Storytelling-Methode – Schritt für Schritt zu einer überzeugenden, authentischen und nachhaltigen Marketing-Kommunikation, 1. Auflage, Gabler, Wiesbaden.
Fryer, B. (2003), Storytelling That Moves People, Harvard Business Review, erreichbar unter: https://hbr.org/2003/06/storytelling-that-moves-people. Abruf am 09.04.2024
Fuxman, L. et. Al. (2022), The new 3Ps of sustainability marketing: The case of fashion, Elsevier, Sustainable Production and Consumption 31, 384-396.
Griese, K.-M. (Hrsg.) 2015, Nachhaltigkeitsmarketing – Eine fallstudienbasierte Einführung, 1. Auflage, Gabler, Wiesbaden.
Grunert, G. (2019), Methodisches Content Marketing – Erfolgreich durch systematisches Vorgehen, integriertes Arbeiten und klare ROI-Orientierung, 1. Auflage, Gabler, Wiesbaden.
Grunwald, G. & Schwill, J. (2022), Nachhaltigkeitsmarketing – Grundlagen – Gestaltungsoptionen – Umsetzung, 1. Auflage, Schäffer-Poeschel Verlag, Stuttgart.
Heinrich, P. (Hrsg.) 2018, CSR und Kommunikation – Unternehmerische Verantwortung überzeugend vermitteln, 2. Auflage, Gabler, Wiesbaden.
Meckel, M. & Schmid, B. (Hrsg.) 2008, Unternehmenskommunikation – Kommunikationsmanagement aus Sicht der Unternehmensführung, 2. Auflage, Gabler, Wiesbaden.
Mishra, P. & Sharma, P. (2014), Green Marketing: Challenges and Opportunities for Business, BVIMR Management, 7 (1), 78-86.
Mitra, N. & Schmidpeter, R. (2024), Implementing Environmental, Social and Governance (ESG) Principles for Sustainable Businesses – A Practical Guide in Sustainability Management, 1. Auflage, Springer Nature Switzerland AG, Cham, Switzerland.
Nygaard, A. (2024), Green Marketing and Entrepreneurship, 1. Auflage, Springer Nature Switzerland AG, Cham, Switzerland.
Piwinger, M. & Zerfass, A. (Hrsg.) 2007, Handbuch Unternehmenskommunikation, 1. Auflage, Gabler, Wiesbaden.
Rogée, L. (2020), Bachelorarbeit - Purpose Driven Marketing als Differenzierungsmerkmal der Zukunft, Hochschule Macromedia für angewandte Wissenschaften, University of Applied Sciences, Stuttgart.
Schach, A. (Hrsg.) 2017, Storytelling – Geschichten in Text, Bild und Film, 1. Auflage, Gabler, Wiesbaden.
Schmidpeter, R. & Schneider, A. (Hrsg.) 2015, Corporate Social Responsibility – Verantwortungsvolle Unternehmensführung in Theorie und Praxis, 2. Auflage, Gabler, Wiesbaden.
Stang, A. (2020), Purpose Driven-Marketing – Marketing-Hype oder langfristiges Erfolgskonzept, Marketing Review St. Gallen, 37 (4), 18-23.
Thier, K. (2017), Storytelling – Eine Methode für das Change-, Marken-, Projekt- und Wissensmanagement, 3. Auflage, Springer-Verlag GmbH, Berlin Heidelberg.
Weigand, H. (2022), Green Marketing – Das Zukunftsthema Nachhaltigkeit erfolgreich managen, 2. Auflage, Haufe Group, Freiburg.
Woeckener, B. (2007), Strategischer Wettbewerb – Marktökonomische Grundlagen, Produktdifferenzierung und Innovation, Springer-Verlag, Berlin Heidelberg.
Wong, A. & Yazdanifard, R. (2015), The Review of Content Marketing as a New Trend in Marketing Practices, International Journal of Management, 9 (September), 1055-1064.
 
 
Project management literature:
 
-        Andler, N. (aktuellste Auflage): Tools für Projektmanagement, Workshops und Consulting: Kompendium der wichtigsten Techniken
        und Methoden, Publicis, Erlangen
-        Verzuh, E. (aktuellste Aufl.): The Fast Forward MBA in Project Management, Wiley, Hoboken.


[updated 30.06.2024]
 
[Tue Jul 16 06:42:58 CEST 2024, CKEY=mmp, BKEY=msm2, CID=MAMS-140, LANGUAGE=en, DATE=16.07.2024]