Markets, Culture and Communication bei Prof. Dr. Javier Montiel (in englischer Sprache)

Markets, Culture and Communication

  • Cultural history approaches to economy
  • Basic principles in interpretive sociology and symbol economy
  • Mechanistically and interaction-theoretically communication models and their influence to the understanding of actors and arenas in cultural context
  • Constitution of cultures and markets from a micro- and macro-dimensional perspective
  • Stereotypes of interpretation in different contexts (regional, organizational, institutional)
  • case studies

International Marketing Channels and Operations bei Prof. Dr. Kai Holschuh (in englischer Sprache)

Im Modul International Marketing Channels and Operations wird es dann konkreter: Über welche Kanäle kommuniziere ich mit meinen Kunden und vertreibe ich meine Produkte? Baue ich einen eigenen Shop auf oder vertreibe ich meine Produkte nur über Amazon? Hier haben neue Entwicklungen im Feld digitaler Medien und ihre Herausforderungen für das Marketing ihren Platz.

  • Design of marketing operations of product and service companies from a strategic perspective
  • Concepts, structures and flows of marketing channels including from a national, international and (inter-)cultural perspective
  • Analysing and creating customer touch points
  • Technology watch: How technologies like augmented reality, local based services affect marketing channels
  • Intermediaton: Supply chain, logistics, value added services, etc.
  • Tools and methods how to manage marketing channels and operations actively
  • Measuring and controlling of channel and operational performance
  • Managing product and service life-cycles
  • Management of conflicts and intercultural differences affecting the marketing operations and channels