Study Module: Marketing and Media

Instructors: Prof. Dr. Sanchez Bengoa, Prof. Dr. Kaufmann, David Zakoth M.Sc., Matthias Bender M.Sc.

Number of CP: 6 CP, 4 credit hours

Type of Course: Study Module

 

Course Components:

Intercultural Communication

Instructor: Prof. Dr. Dolores Sanchez-Bengoa, Prof. Dr. Hans Rüdiger Kaufmann

Number of CP: 3 CP, 2 credit hours

Type of Course: Study Module

In this course the topics of cross-cultural management, intercultural communication and knowledge transfer are explored. It provides theoretical and practical awareness of cultural differences and tools to understand and to manage cultural diversity. Cultural awareness is regarded fundamental for an adequate tailoring of marketing communications. An overview of current media perceptions in different cultures is given.

Innovation and Digitalization in the music industry

Instructor: David Zakoth M.Sc., Matthias Bender M.Sc.

Number of CP: 3 CP, 2 credit hours

Type of Course: Study Module

 

In this course students will learn how digitalization and data collection change the fundamental nature of many industries. Digital collected data can be used to improve existing products, create more customer oriented new products or to develop a totally new business model. The focus of the seminar is on the music industry and e.g. questions like: How does data collection of streaming services affect the business model of leading music labels? What does digitalization mean for artist branding? What relevence do innovations have for the music industry?

The goal of the course is to understand the fundamental shift in many industries due to digitalization and data collection. To accomplish this goal the course will use theoretical input, case studies and the experience of a former music product manager.