150126 SE East Asian Ethnomarketing (2013W)
Continuous assessment of course work
Labels
This is a substitution seminar. Please find more information on substitution here: http://wiges.aktiv-forum.com/t98-substituting-a-core-seminar-of-m2-m3
Registration/Deregistration
Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
- Registration is open from Mo 09.09.2013 09:00 to Th 26.09.2013 10:00
- Registration is open from Fr 27.09.2013 09:00 to Mo 07.10.2013 10:00
- Deregistration possible until Mo 28.10.2013 09:00
Details
max. 25 participants
Language: English
Lecturers
Classes (iCal) - next class is marked with N
- Friday 04.10. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 11.10. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 18.10. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 25.10. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 08.11. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 15.11. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 22.11. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 29.11. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 06.12. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 13.12. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 10.01. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 17.01. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 24.01. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
- Friday 31.01. 16:15 - 17:45 Seminarraum Ostasienwissenschaften 1 UniCampus Hof 5 2I-O1-05
Information
Aims, contents and method of the course
This seminar provides a theoretical introduction into the evolving field of Ethnic Marketing that lies in the intersection of marketing and cultural- and area studies. Ethnic or Ethno Marketing describes marketing practices that target specific ethnic groups inside a host country. Ethnic marketing is based on the notion that ethnic minorities can be reached and activated more effectively through tailored marketing campaigns that take the ethnic groups’ values, desires and needs into account. Besides Hispanics and African Americans, the Asian American ethnic group has been identified as the marketing segment with the fastest growing market potential among all other multicultural segments of the U.S. population.
Assessment and permitted materials
Weekly assignments: 20%
Term paper: 40%
Ethnic marketing campaign: 40%
Term paper: 40%
Ethnic marketing campaign: 40%
Minimum requirements and assessment criteria
- Theoretical understanding of ethnic marketing, ethnicity and acculturation (adaption process to the host culture)
- Writing a publishable and original seminar paper that contributes to ethnic marketing research
- Executing a real life ethnic marketing campaign from scratch
- Writing a publishable and original seminar paper that contributes to ethnic marketing research
- Executing a real life ethnic marketing campaign from scratch
Examination topics
This is a text based seminar that is accompanied with video interviews with ethnic marketing researchers and managers that were specifically conducted for this course. In preparation for each unit, students need to read journal articles and marketing reports, watch video interviews and answer multiple choice- and open questions online. Completing the weekly assignments at home ensures that students become engaged and valuable contributors during class. In addition to the weekly workload two substantial bodies of work need to be completed: (1) submission of a seminar paper that stands in direct relation to the discussed themes of the seminar and (2) planning, executing and evaluating in a team of five students a real life ethnic marketing campaign that targets the Asian Austrian community.
Reading list
A reading list will be made available at the beginning of the seminar
Association in the course directory
WM2/3
Last modified: Mo 07.09.2020 15:35