Bachelor seminar for bachelor students of business administration (profile group Marketing) Communication Management II (6 LP) winter term 2015/2016

Transcription

1 Bachelor seminar for bachelor students of business administration (profile group Marketing) Communication Management II (6 LP) winter term 2015/2016 Seminar coordinator (preliminary): Max Backhaus, Dates (preliminary): Application: Selection of participants: (2nd phase of registration, KLIPS) through KLIPS Allocation of participants: Submission of topic preferences: Kick-Off meeting: , Communication workshop: , , Submission of term paper: :00 (one printed version, in duplicate, also by to supervisor) Submission of abstracts and presentation: :00 (by to supervisor) Block seminar , Introduction The goal of the seminar is to develop a more detailed understanding of a specific topic out of the field of the profile group marketing. Students learn how to critically assess academic literature and write a thesis on a scientific topic. Furthermore students advance their communicative abilities. The active participation during the discussions in the seminar helps developing those communication skills. This class is assigned to the module bachelor seminar of the profile group marketing. Requirement for this seminar is the participation in class, Channel Management, and Marketing during your studies. The seminar is restricted to 15 participants. The application for the seminar and the selection of participants will be via KLIPS. After the selection of the participants the students will be informed and receive a list with Seite 1

2 all the topics. The selected participants will be asked to confirm their participation and hand in their topic preferences. We will do our best to consider the preferences when distributing the topics. The selection for the seminar obligates to participation. A withdrawal of the course has to be handed in to the seminar coordinator Max Backhaus (Tel ; backhaus@wiso.uni-koeln.de). If other students cannot participate in the seminar due to a late withdrawal the withdrawal leads to negative consequences regarding the participation at future seminars. A withdrawal without any negative consequences is possible until Seite 2

3 Overview of key dates (preliminary) Application: The application process is conducted through Klips during the 2nd phase of registration Allocation of participants: The selected participants will be informed and receive a list with all the topics Confirmation: The selected participants confirm their participation and hand in their topic preferences Kick-Off meeting: The Kick-Off meeting serves the purpose of allocating the term project topics to the participants. Additionally, the detailed schedule of the seminar and formal guidelines regarding the term paper will be discussed. The Kick-Off meeting takes place on Monday, , from to / Mandatory Workshop Management-oriented Communication : On Tuesday ( ) and Thursday ( ) the Communication Workshop Management-oriented Communication takes place. Students advance their presentation skills and learn to work in small groups 2 really important abilities of your future professional life. The participation is mandatory for all seminar participants. During the first day you will get some basic knowledge in the morning. Afterwards the participants work together in small groups (3 students) and prepare a short presentation that will be presented during the second day during a role play. Please allow yourself extra time during the afternoon and on Wednesday ( ) for the preparation of your group presentation (12.00) Submission of term paper: The term papers have to be submitted until Tuesday, , to the seminar office (Christa Körner). Two one-sided copies have to be handed in. Furthermore, please send the complete term paper (one.pdf or.doc document including cover page, text, figures and tables) by to the seminar coordinator Max Backhaus (backhaus@wiso.uni-koeln.de). Seite 3

4 Submission of abstracts and presentation: Each group has to prepare an abstract (2 pages) including the key topics of their presentation. The abstracts have to be submitted until Wednesday, , by to the seminar coordinator Max Backhaus The abstracts will be handed out to all seminar participants. We expect you to read the abstracts from the other groups in advance, to be able to participate in the discussions. The presentations also have to be submitted until Wednesday, , One single file per group (.ppt document) has to be handed in by to the seminar coordinator Block seminar: For each topic 90 minutes will be set. Therefore each group has to prepare a presentation of 45 minutes (strict!). Afterwards there will be 45 minutes for the discussion. Detailed schedule and organisation will be announced in advance as this depends on the precise number of seminar participants. Grading principles The following work has to be successfully performed: Ø Ø Term paper (12 pages) Oral presentation of the topic + oral participation in the discussions Grading scheme: Ø 50% term paper + 50% presentation and participation Formal guidelines The formal guidelines for scientific papers (bachelor / master / seminar thesis) written at the Chair for Marketing and Market Research can be found on our homepage. Make sure that your term paper meets these requirements. Non-compliance will lead to point deduction. Seite 4

5 Topics Each topic will be assigned to three seminar participants, with each participant choosing a different focus (in accordance with the supervisor). The term papers have to be written individually. For the presentation the three participants form a group for presenting their topic together. Communication Management II Effectiveness of Offline- Communication Topic I: Effectiveness of Broadcast Media (Television and Radio) Literature: Tellis, Gerard J. (2004), Effective Advertising : Understanding When, How, and Why Advertising Works. Thousands Oaks, CA: SAGE Publications. Lodish, Leonard M., Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens (1995), How T.V. Advertising Works : A Meta-Analysis of 389 Real World Split Cable TV Advertising Experiments. Journal of Marketing Research, Vol. 32, No. 2, Krugman, Herbert E. (1965), The Impact of Television Advertising: Learning Without Involvement. The Public Opinion Quarterly, Vol. 29, No. 3, Riebe, Erica Louise, and John Dawes (2006), Recall of Radio Advertising in Low and High Advertising Clutter Formats, International Journal of Advertising, Vol. 25, No. 1, Sethuraman, Raj, Gerard J. Tellis, and Richard A. Briesch (2011). How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities. Journal of Marketing Research, Vol. 48, Iss. 3, Tellis, Gerard J., Rajesh K. Chandy, and Pattana Thaivanich (2000). Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising. Journal of Marketing Research, Vol. 37, Iss. 1, Seite 5

6 Topic II: Effectiveness of Print Media (Newspaper and Magazines) Literature: Belch, George E., and Michael A. Belch (2004), Advertising and Promotion: An Integrated Marekting Communications Perspective. 6th ed. New York: McGraws Hill. Tellis, Gerard J. (2004), Effective Advertising : Understanding When, How, and Why Advertising Works. Thousands Oaks, CA: SAGE Publications. Danaher, Peter J., and Tracey S. Dagger (2013), Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign. Journal of Marketing Research, Vol. 50, No. 4, Magee, Robert G. (2013), Can a print publication be equally effective online? Testing the effect of medium type on marketing communications. Marketing Letters, Vol. 24, Iss. 1, Chandra, Ambarish, and Ulrich Kaiser (2014), Targeted advertising in magazine markets and the advent of the internet. Management Science, Vol. 60, Iss. 7, Literature: Topic III: Effectiveness of Out-of-Home Media Tellis, Gerard J. (2004), Effective Advertising : Understanding When, How, and Why Advertising Works. Thousands Oaks, CA: SAGE Publications. Bernstein, David (1997), Advertising Outdoors. Phaidon Press: London. Bhargava, Mukesh, and Naveen Donthu (1999), Sales Response to Outdoor Advertising. Journal of Advertising Research, Vol. 39, Iss. 4, Wilson, Rick T., and Brian D. Till (2011), Effects of Outdoor Advertising: Does Location Matter? Psychology & Marketing, Vol. 28, Iss. 9, Baack, Daniel W., Rick T. Wilson and Brian D. Till (2008), Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media. Journal of Advertising, Vol. 37, Iss. 4, Bhargava, Mukesh, Naveen Donthu and Rosanne Caron (1994), Improving the effectiveness of outdoor advertising: Lessons from a study of 282 campaigns. Journal of Advertising Research, Vol. 34, Iss. 2, Seite 6