Universität Wien

040036 SE Bachelorseminar (inkl. Bachelorarbeit) (2017S)

International Marketing

8.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Prüfungsimmanente Lehrveranstaltung

It is absolutely essential that all registered students attend the first session on March 8th, 2017 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.

Students taking this course must have already successfully completed the course "VO Einführung in das wissenschaftliche Arbeiten&"; successful completion of "ABWL Marketing II" is strongly recommended.

http://international-marketing.univie.ac.at/teaching/bachelor-bwibw/courses-ss-17/#c629309
Moodle

An/Abmeldung

Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").

Details

max. 24 Teilnehmer*innen
Sprache: Englisch

Lehrende

Termine (iCal) - nächster Termin ist mit N markiert

  • Mittwoch 08.03. 09:45 - 11:15 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Mittwoch 22.03. 09:45 - 11:15 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Mittwoch 29.03. 09:45 - 11:15 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Mittwoch 26.04. 09:45 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Mittwoch 03.05. 09:45 - 13:00 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Mittwoch 14.06. 09:45 - 13:00 Seminarraum 16 Oskar-Morgenstern-Platz 1 3.Stock
  • Mittwoch 14.06. 13:15 - 16:25 Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

This seminar course involves the administration and completion of a Bachelor Thesis at the Chair of International Marketing and it aims to cultivate essential student skills which relate to the theoretical development, the data analysis and interpretation, the presentation, and the write-up of an academic essay/project.

The Bachelorseminar focuses on the research area of International Branding and Positioning Strategy and the Bachelor Thesis project involves both a theoretical and an empirical part; the theoretical part consists of a thorough literature review on a particular topic within the research area defined above, whereas the empirical part includes the collection and analysis of data - using either a qualitative or a quantitative approach - in order to draw meaningful academic and managerial conclusions.

Overall, by undertaking the Bachelorseminar, students are expected to enhance their conceptual and analytical skills, in general, but also gain expert knowledge in an important field of international marketing.

The course includes a combination of lectures, workshops, and student group work. Students will be assigned into groups of four to six members and will work toward a specific group project (i.e., Bachelor Thesis) in accordance with the guidelines set by the course instructors.

Art der Leistungskontrolle und erlaubte Hilfsmittel

Performance in the course is determined as follows:
Presentation block 1 (theory & research questions) 20%
Presentation block 2 (analysis & findings) 20%
Written Bachelor Thesis 60%

Mindestanforderungen und Beurteilungsmaßstab

In order to pass the course, students need to achieve 50% or more of the total points. The grading system is as follows: 0 to 49% - grade 5, 50 to 59% - grade 4, 60 to 69% - grade 3, 70 to 79% - grade 2, 80 to 100% - grade 1.

The groups will consist of 4-6 students, depending on the total number of students registered in the course. Group members are expected to participate and contribute equally to every stage of the Bachelor Thesis project (e.g., conceptual development, analysis, presentations, thesis write-up). The same grade will be awarded to all students of the same group.

Students who fail the course must repeat the entire course (and must register in the usual way next time the course is offered).

Note: All presentations have to be done using Power Point and every group member has to present. Absent or not presenting group members without prior confirmation from the course instructors will negatively influence the overall group grade.

Prüfungsstoff

As part of the Bachelor Thesis project, all student groups will have to (a) conduct a literature review that specifies the theoretical framework of their thesis, (b) propose specific research questions to be investigated, (c) apply qualitative/quantitative research approaches to address these questions, and (d) interpret the emerging findings by drawing meaningful theoretical and managerial conclusions.

Literatur

Global/Local Branding

Dawar, N., & Frost, T. (1999). Competing with Giants: Survival Strategies for Local Companies in Emerging Markets. Harvard Business Review, 77, 119-132.
Dimofte, C., Johansson, J., & Ronkainen, I. (2008). Cognitive and Affective Reactions of U.S. Consumers to Global Brands. Journal of International Marketing, 16(4), 113-135.
Ger, G. (1999). Localizing in the Global Village: Local Firms Competing in Global Markets. California Management Review, 41(4), 64-83.
Özsomer, A., & Altaras S. (2008). Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework. Journal of International Marketing, 16(4), 1-28.
Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. Journal of International Marketing, 20(2), 72-95.
Steenkamp, J. B. (2014). How Global Brands Create Firm Value: The 4V Model. International Marketing Review, 31(1), 5-29.

Brand Positioning

Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International Journal of Advertising, 29(1), 37-56.
Alden, D. L., Steenkamp, J. B., & Batra, R. (1999). Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, 63(1), 75-87.
Brannen, M. Y. (2004). When Mickey loses face: Recontextualization, semantic fit, and the semiotics of foreignness. Academy of Management Review, 29(4), 593-616.
Cui, G., Yang, X., Wang, H., & Liu, H. (2012). Culturally incongruent messages in international advertising. International Journal of Advertising, 31(2), 355&-376.
Gammoh, B. S., Koh, A. C., & Okoroafo, S. C. (2011). Consumer culture brand positioning strategies: An experimental investigation. Journal of Product & Brand Management, 20(1), 48-57.
Nijssen, E. J., & Douglas, S. P. (2011). Consumer world-mindedness and attitudes toward product positioning in advertising: An examination of global versus foreign versus local positioning. Journal of International Marketing, 19(3), 113-133.
Westjohn, S. A., Arnold, M. J., Magnusson, P., & Reynolds, K. (2016). The influence of regulatory focus on global consumption orientation and preference for global versus local consumer culture positioning. Journal of International Marketing, 24(2), 22-39.
Westjohn, S. A., Singh, N., & Magnusson, P. (2012). Responsiveness to global and local consumer culture positioning: A personality and collective identity perspective. Journal of International Marketing, 20(1), 58-73.

Research Methods

Craig S.C. and Douglas S.P. (2005): International Marketing Research, 3rd edition, John Wiley & Sons, Ltd. (ISBN 0-470-01095-9)
Zikmund, W.G. and Babin, B.J. (2016): Exploring Marketing Research, 11th edition, SouthWestern Cengage Learning. (ISBN-10 1305263529)

Suggested Academic Journals

Journal of International Business Studies
Journal of International Marketing
International Marketing Review
Journal of Business Research
Journal of Marketing
Journal of Marketing Research
Journal of Consumer Research
Journal of the Academy of Marketing Science
International Journal of Research in Marketing

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Mo 07.09.2020 15:28