3/6/9 ECTS

Seminar: MA, MICS Intercultural Management
Mittwoch, 15 - 18 Uhr, 14-täglich, Ort: CP 20, Veranstaltungsbeginn: 09.04.2014

The course will provide a survey through the new “cultural branding” concept & strategy as well as intercultural dimensions in marketing studies and practice. The seminars aim is as well to present a current state of research on aesthetic theories which are applicable into marketing. The questions of aesthetic and ethic values in creating and selling goods worldwide and nationally will be discussed. One of the points of interest would be the question of "iconic brands" which have social lives and cultural significance that go well beyond product benefits and features. The Symbolic nature of Marketing would be the subject here, it is easily seen in (for example) different attitudes toward foreign images and goods. Treating Aesthetics as a new marketing paradigm we will study some aspects of the strategic management of branding, identity and image, concentrating on the problem of Global Identity Strategic Management. Some aspects of international cooperation between Marketing practice, Arts and Design raise as well many interesting questions. The course will give to the students some theoretical insight, cases interpretation, teamwork exercise solutions, multimedia presentations and hot topics to be discussed.

Literatur: Guillet de Monteaux, P., The Art Firm. Aesthetic Management and Metaphysical Marketing, Stanford University Press 2004;
Holt, D., How Brands Become Icons: The Principles of Cultural Branding, Harvard Business School Publishers Corp., 2004;
Holt D., Cameron D., Cultural Strategy. Using Innovative Ideologies to build breakthrough brands, Oxford University Press, 2012.
Schmitt, B.H., Simonson, A., Marketing Aesthetics: The Strategic Management of Branding, Identity and Image, Simon & Schuster Inc. 1997; Umiker – Sebeok, J. (ed.) Marketing and Semiotics. New Directions in the Study of Signs for Sale, Berlin 1987;

Teilnahmevoraussetzungen: Bereitschaft zur wöchentlichen Lektüre englischer wissenschaftlicher Texte, aktive Mitarbeit

Leistungsnachweis: Referat/Essay/Sitzungsprotokoll: 3 ECTS; Seminararbeit (ca. 12 Seiten: 6 ECTS; ca. 25 Seiten: 9 ECTS).

Sprache: English