| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Seminar |
| Code |
FS211005 |
| Semester |
Frühjahrssemester 2021 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Master |
| Termin/e |
Mo, 22.02.2021, 14:15 - 18:00 Uhr
Mo, 01.03.2021, 14:15 - 18:00 Uhr
Mo, 08.03.2021, 14:15 - 18:00 Uhr
Mo, 15.03.2021, 14:15 - 18:00 Uhr
Mo, 22.03.2021, 14:15 - 18:00 Uhr
Mo, 19.04.2021, 14:15 - 18:00 Uhr |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly
Zoom Live Stream |
| Inhalt |
This seminar provides an in-depth treatment of key considerations in building effective marketing strategies. The seminar builds on your knowledge of marketing strategies from “Advanced Marketing Management”, and uses academic articles, practitioner-oriented articles (e.g., from Harvard Business Review), case studies and in-class exercises to illustrate state-of-the-art developments in strategic marketing (e.g., in online relationship marketing, how the role of brands has changed in the digital world) and marketing analytics, and provides guidelines for successful strategy development and implementation. This will be a highly interactive format, in which students are expected to develop and share their own ideas and insights from the articles and cases, and participate in class discussions and exercises. |
| Lernziele |
Upon seminar completion, students will have achieved the following learning outcomes:
Topic-specific skills and knowledge
1. Students have a comprehensive, in-depth knowledge about state-of-the-art developments in strategic marketing.
2. Students have a comprehensive, in-depth knowledge about state-of-the-art developments in marketing analytics.
Transferable skills and knowledge:
3. Students will practice their presentation skills.
4. Students will practice their analytical skills in evaluating the contributions, methods, and limitations of research papers and conceptual models in marketing.
5. Students will practice their discussion skills.
|
| Voraussetzungen |
Previous attendance of «Advanced Marketing Management» is highly recommended. |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 8 February to 5 March 2021. The students themselves are responsible for checking the creditability of the course to their course of study. Direct link to OLAT course:
https://lms.uzh.ch/url/repositoryentry/16926704065 |
| Leistungsnachweis |
***IMPORTANT*** In order to acquire credits, registration via the UniPortal within 08.02. - 05.03.2021 is REQUIRED. |
| Abschlussform / Credits |
40% In-class participation, 40% Group Presentation, 20% Individual Report / 4.5 Credits
|
| Hinweise |
The maximum number of participants is restricted to 30. |
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Material |
|
| Anzahl Anmeldungen |
4 von maximal 15 |
| Literatur |
A comprehensive reading list will be provided at the start of the semester. There is no textbook for this course. |