Sales Promotion and Event Marketing BMMWP6, BMKWE6, BIM5, ISP11, ISP21, ISP22, BMA6

Transcription

1 Prof. Dieter Pflaum Office hours: according to agreement MCO 3104e and BMMWP6, BMKWE6, BIM5, ISP11, ISP21, ISP22, BMA6 Syllabus Summer Term 2016 Weekly hours: 2 (45 minutes) ECTS-Credits: 3 Workload: 80 hours, 32 hours within class and 48 hours for self-study Time: Friday, 11:30 13:00 Begin: Friday, March 18, 2016 (End July 1 st, 2016) Level: Introductory Level Prerequisites: None Language: English Outline of the course 1. Definition of 2. Organizational forms of 3. Instruments of s: Case studies for each segment, consumer goods sector e.g. cases for staff promotions, trade promotions and consumer promotions 4. instruments for wholesalers and cooperatives 5. instruments for the industrial sector Buying center model, trade fairs, leaflets and brochures, measures of Sales Promotion before, during and after a trade fair, stand, manning the stand, hospitality, PR instruments concerning trade fair activities 6. Instruments in the Service Goods sector, e.g. banks, insurance companies 7. Steps to a concept 8. Costs and budget of activities 9. Evaluation of the effectiveness of 10. Case studies (Intersport, Kinesics, reward scheme, trade promotion, Lufthansa, technical building machines) 1

2 Literature : 1. Opresnik, M. O. ; Hollensen, S.: Marketing- a relationship perspective (2010 München) 2. Yeshin, T.: (2006), Cengage Learning 3. Cummins, J.; Mullin, R.(2010): (e-book, PDF) Kogan Page Ltd. 4. Shimps, t.a.: Integrated Marketing Communication in Advertising and Promotion(2010) Cengage learning, South Western Outline of the course 1. Literature 2. Special Magazines for 3. Definition of Events 4. History of Events 5. The future tendencies of 6. Functions of 7. Target of Events 8. Events and integrated communication 9. Forms of event 10. Classical and special instruments of Events 11. Brand parks 12. Concept of an event 13. Case studies from the fashion market (shirt- and shoe market) Literature : 1. Kotler, P,; Keller, K.L. (2011): Marketing Management. Pearson14th edition 2. Kiel, H.; Bäuchl, R.(2014): Event Management 3. Nufer, G.; Bühler, A.: Eventmarketing in Sport und Kultur, Reutlingen und Nürtingen

3 Learning Objectives: To get to know the instruments of and and their application in practice. The learnt instruments can be used in the consumer-goods industry, in the industrial goods industry as well as in the service goods industry. Important is to know how to calculate the measures and to evaluate their effectiveness. and the process Specialties of each business sector (see above) e.g. buying center model in the field of industrial goods, trade fairs, instruments in the consumer goods sector for wholesalers and for retailers Course contributions to bachelor programs common learning goals: LO Learning Objective / Outcome Contributions to learning objectives Assessment 1. Expert knowledge Students are able to solve business problems on basis of eithera given briefing from an agency or from a company. Assessment by presentation. 2. Use of information technology In using computer programs and in the use of information systems.assessment by presentation of an essay (Hausarbeit) as final exam. From experts such as agencies, companies and professors students learn the specialities of detailed knowledge.advisable are visits in an agency or in a company in the home country or abroad. To accept the fundamental meaning of information technology in all parts of marketing. A comprehensive knowledge in these techniques is compulsory. Essay 3. Ethical awareness Students develop ethics strategies on basis of case- studies such as `GABOR SHOES` and ` OLYMP SHIRTS. Assessment by discussion and presentation of the case study. 4. Communication skills Students have to express complex problems in writing and in oral communication. Assessment by presentation and written essay as final exam. 5. Capacity for teamwork Students have to prove to be able to work, discuss and solve problems in teams. Assessment: of case studies in class. Ethical awareness means to accept tolerance in various sectors of international marketing. Nevertheless the main goal of marketing, i.e. offering benefits for the customers and gaining profit for the suppliers, should be kept in mind. To learn to discuss on a fair basis with people, who represent other ideas. To find out that common learning activities enhance success for the work.the variety of ideas is bigger than working alone. Discussion and presentation and essay 6. Expert knowledge and cross-cultural skills Students have to prove to be able to work, discuss and solve problems in teams. Assessment: of case studies in class. To learn the international connection between countries in the EU and outside. A basis for the successful working together is the to know two or three foreign languages. 3

4 Teaching and Learning Approach: The professor will provide for each point the necessary theoretical basis. - practical exercises will follow - group works will be conducted to deepen the knowledge and to stimulate the creativity of the students, - videos will be shown to demonstrate how companies handle the problems in the fields of and Grading: The assessment consists of one part (PLR an essay = written presentation) with a stick containing the examples. Each student has to present a case study from an event or from a sales promotion activity during the running term in front of the students. The presentation should have a duration of 5 minutes, the title of the case study is given by the professor. After the short presentation, the written text and the stick are handed over to the professor. If there are too many students for a special essay topic, it is possible to form a group up to 3 students. Each student is responsible for one part of the presentation. The duration of the presentation will be 15 minutes on the same topic (3 x 5 minutes). The final grades will be published at the end of the term. Availability of the lecturer: Prof. Dieter Pflaum dieter.pflaum@hs-pforzheim.de Office hours: according to agreement Personal facts: Prof. Dieter Pflaum has studied economics in Munich an in Saarbrucken, after his studies he was marketing trainee with the Nestle`s company in Frankfurt on Main and in White Plains, USA. He was Product manager with Nestle s and later on Product Group Manager with the American company Procter and Gamble in Germany. Visiting professor for marketing in Nanking (China) as well as in Hanoi (Vietnam). Prof. Dieter Pflaum is Co-Author and Publisher of many books on marketing, advertising and sales promotion and dictionaries on advertising and public relations. 4

5 Preliminary schedule: Friday, March 18 Friday, March 25 Friday, April 1 Friday, April 8 Friday, April 15 Friday, April 22 Friday, April 29 Friday, May 6 Friday, May 13 Friday, May 20 Friday, May 27 Friday, June 3 Friday, June 10 Friday, June 17 Friday, June 24 Friday, July 1 Always on Friday from 11:30 to 13:00 o clock. (to be rescheduled) Room W