Module Descriptions International Programme

Transcrição

Module and Coursebook
-English Courses
(Curriculum: IFR 2011)
International Fashion Retail
Bachelor of Science
Status as: 8.4.2013
Erstellt: Prof. Dr. J. Strähle
Revision: 1
Contents:
Modulname: Business English Communication ..........................................................................................................................................3
Titel der Lehrveranstaltung: Business English ............................................................................................................................................4
Titel der Lehrveranstaltung: Business English Communication ...................................................................................................................5
Titel der Lehrveranstaltung: Cooperation in Fashion...................................................................................................................................6
Module Title: Fashion Retail Seminar .........................................................................................................................................................8
Module Title: Negotiating Laboratory ........................................................................................................................................................ 11
Module Title: Fashion Chain Management ............................................................................................................................................... 14
Module Title: Fashion Retail Buying Seminar ........................................................................................................................................... 16
Course Title: Fashion Retail Buying.......................................................................................................................................................... 17
Course Title: Fashion Retail Buying Seminar............................................................................................................................................ 18
Module Title: Fashion Chain Management Seminar ................................................................................................................................. 19
Course Title: Fashion Chain Management Seminar.................................................................................................................................. 20
Module Title: ............................................................................................................................................................................................ 21
Management Synthesis: International Business Simulation ...................................................................................................................... 21
Course Title: International Business Simulation ........................................................................................................................................ 22
Elective Module Title: Direct Marketing ..................................................................................................................................................... 23
Course Title: Direct Marketing .................................................................................................................................................................. 24
Elective Module Title: Fashion Communication ........................................................................................................................................ 25
Course Title: Fashion Communication ...................................................................................................................................................... 26
Elective Module Title: Brand Management ............................................................................................................................................... 27
Course Title: Brand Management ............................................................................................................................................................. 28
Course Title: Business Presentations, Public Relations Project ................................................................................................................ 29
Seite 2 von 29
Modulname: Business English Communication
Modulkoordinator:
Siehe Personalliste
Modul-Code: IFR3
Studiensemester:
1. Semester, WS + SS
Studiengang:
Prüfungs-Code:
IFR3.1
IFR3.2
Anzahl ECTS Punkte im
Modul: 4
Anzahl SWS im Modul: 4
Module contents/
Content:
learning objectives
Theory in communication in coporation and in business situation
Business English Vocabulary, Grammar, Idioms
Special communication situations, e.g. Letter of applications,
Interviews
Main part: English practice
Workload for the
student
Ca. 120 h
Prerequisites
Non
Assessment
methods for the
module
Written exam, 2h
Courses of the
module
IFR3.1: Business English
IFR3.2: Business English Communication
Seite 3 von 29
Course Title: Business English
Name of lecturer:
See staff list
Modul code: IFR3
Semester of study:
1st semester, WS + SS
Type of course:
Lecture
Assessment code:
IFR3.1
Course code:
IFR3.1
Contact hours (h): 11,25
Duration of self study (h):
48,75
Number of ECTS credits
allocated: 2
Number of SWS: 1
Level of course:
Core skills
Language of instruction:
English
Objectives of the
course
Theory in communication in coporation and in business situation
Course contents
Status
Effective communication skills in the business context, like
telephoning in the professional environment are one objective.
Fashion and textile vocabulary is learned in context.
The main focus of the course is on applying for a job in English.
Special attention is given to the differences between a German and
an English application and to the importance of soft skills.
Discussions about various topics related to the students´ degree
programs or personal interests will improve their proficiency.
Compulsory
Prerequisites
Teaching methods
Recommended
reading
None
lecture
Compact Silver Line (Hrsg.): Business English. Fachbegriffe,
Mustersätze und Redewendungen. Compact, 2007.
Bögel, Birgit / Kluthe, Marie: Your Catwalk to English. English for
Fashion and Clothing Business. Europa-Lehrmittel, 2011.
Weston, Lynn/Halsall, Eleanor: Business English in 30 Tagen. Buch
und CD: Der kompakte Sprachkurs. Langenscheidt
Assessment
methods
Weitere Literaturempfehlungen im Skript
Written exam 2h
Seite 4 von 29
Course Title: Business English Communication
Name of lecturer:
See staff list
Modul code:
IFR3
Semester of study:
1st semester, WS + SS
Type of course:
Language course
Assessment code:
IFR3.2
Course code:
IFR3.2
26,25
allocated: 2
Number of SWS: 3
Level of course:
Core skills
English
Objectives of the
course
Written and oral business english.
Course contents
Group work for business english, business vocabulary,
Status
Compulsory
Prerequisites
None
Teaching methods Language course
Recommended
See IFR3.1
reading
Assessment
methods
Written exam 2h
Seite 5 von 29
Course Title: Cooperation in Fashion
Name of lecture:
See staff list
Modulcode:
IFR10
Semester of study:
3rdt semester, WS + SS
Type of course:
Lecture
Assessment code:
IFR10.3
Course cCode:
IFR10.3
67,5
Number of ECTS allocated:
3
Number of SWS: 2
Level of course:
Intermediate
English
Objectives of the
course
To get to know cooperations and strategic alliances in the fashion
industry
Course contents
Theoretical models of business cooperations, horizontal and vertical
partnerships, Analysis of current examples and case studies on an
nationaln and international base, pro and cons for partnerships
Status
compulsory
Prerequisites
Teaching methods
Recommended
reading
None
Lecture
Diamond, Jay / Litt, Sheri: Retailing in the twenty-first century. 2nd
ed., New York: Fairchild, 2009.
Liebmann, Hans-Peter / Zentes, Joachim / Swoboda, Bernhard:
Handelsmanagement. 2. Aufl. München: Vahlen, 2008.
Barth, Klaus / Hartmann, Michaela / Schröder, Hendrik:
Betriebswirtschaftslehre des Handels. 6. Aufl., Wiesbaden: Gabler,
2007.
Janz, Markus, Swoboda, Bernhard: Vertikales Retailmanagement in
der Fashionbranche. Konzepte, Benchmarks, Praxisbeispiele.
Frankfurt, dfv, 2007.
Riekhof, Hans-Christian: Retail Business in Deutschland:
Perspektiven, Strategien, Erfolgsmuster. Mit Berichten und
Fallstudien von Aldi, Auto plus, Conley's, DocMorris, ... Max Bahr,
Media MArkt, Otto, Saturn und Zara. Wiesbaden: Gabler, 2007.
Bruce, Margaret / Moore, Christopher / Birtwistle, Grete:
International Retail Marketing. A Case Study Approach. 250S.,
Oxford: Elsevier Butterworth-Heinemann, 2004
Written exam, 80 mins
Assessment
methods
Seite 6 von 29
Course Title: International Marketing
Name of lecturer:
See staff list
Module code: IFR14
Semester of study:
4th semester, WS + SS
Type of course:
Lecture
Assessment code:
IFR14.1
allocated: 4
Number of SWS: 4
Course code: IFR14.1
Level of course:
Core skills
Contact time (h): 45
75
English
Objectives of the
course
Getting to know international marketing and the different approaches
compared to a mere national marketing.
Course contents
Global trade environment; global strategy, global marketing mix;
economic and cultural areas and their marketing conditions (NAFTA,
EU, China, South East Asia, Japan, Middle East);
Status
Compulsory
Prerequisites
None
Teaching methods Lecture
Recommended
reading
Assessment
methods
Keegan, Warren J. / Green, Mark C.: Global Marketing. 5th ed.,
Prentice Hall, 2007.
Czinkota, Michael A. / Ronkainen, Ilkka: International Marketing. 9th
ed., South Western College, 2009.
Common 4 h written examination
Seite 7 von 29
Module Title: Fashion Retail Seminar
Module coordinator:
See staff list
Module code: IFR15
Semester of study:
Degree program:
Assessment code:
IFR15.1
IFR15.2
Number of ECTS
credits allocated for
the module: 6
SWS for the module: 4
Module contents/
Module Contents:
learning objectives Working scientifically in fashion retail; Seminar approach by
presentation and discussion of arguments and research
results. Deepening the fashion retail knowledge by researching
and discussing contemporary fashion retail questions.
Learning Objectives:
Work successfully scientifically by researching in fashion retail
by using a seminar approach.
Workload for the
student
Ca. 180h
Prerequisites
None
Assessment
methods for the
module
IFR15.1: 2 h written examination
IFR15.2: Scientific output, presentation of results
Courses of the
module
IFR15.1: Fashion Retail Management
IFR15.2: Fashion Retail Seminar
Seite 8 von 29
Course Title: Fashion Retail Management
Name of lecturer:
See staff list
Module code: IFR15
Semester of study:
Type of course:
Lecture
Assessment code:
IFR15.1
allocated: 2
Number of SWS: 2
Level of course:
Core skills
Contact time (h): 22,5
37,5
English
Objectives of the
course
Deepening the fashion retail knowledge.
Course contents
Fashion retail and its current developments; deepening the
knowledge on fashion retail marketing (3rd sem.); additional aspects
of fashion retail management according to the changing themes of
IFR15.2; using case studies and/or company examples.
Status
Compulsory
Prerequisites
None
Recommended
reading
ed., New York: Fairchild, 2009
Kincade, Doris H. / Gibson, Fay Y.: Merchandising of fashion
products. Upper Saddle River, NJ: Prentice Hall, 2010.
Additional specialized literature according to changing seminar
topics
Assessment
methods
2 h written examination
Seite 9 von 29
Course Title: Fashion Retail Seminar
Name of lecturer:
See staff list
Module code: IFR15
Semester of study:
Type of course:
Seminar
Assessment code:
IFR15.2
allocated: 4
Number of SWS: 2
Level of course:
Core skills
97,5
English
Objectives of the
course
Deepening the fashion retail knowledge. Working scientifically by
researching in fashion retail. Learning to argument and to criticize
arguments of other seimar participants in a constructive way.
Course contents
Status
Working scientifically in fashion retail; Seminar approach by
presentation and discussion of arguments and research results.
Deepening the fashion retail knowledge by researching and
discussing contemporary fashion retail questions.
Compulsory
Prerequisites
None
Teaching methods Seminar
Recommended
reading
Assessment
methods
ed., New York: Fairchild, 2009
Kincade, Doris H. / Gibson, Fay Y.: Merchandising of fashion
products. Upper Saddle River, NJ: Prentice Hall, 2010.
Additional specialized literature according to changing seminar
topics
Project work
Seite 10 von 29
Module Title: Negotiating Laboratory
Module coordinator:
See staff list
Module code: IFR16
Semester of study:
Degree program:
Assessment code:
IFR16.1
IFR16.2
Number of ECTS
the module: 4
Module Contents:
Module contents/
learning objectives Negotiating theory; Negotiating in practice; Negotiating planning,
negotiating processes; e-negotiating; international negotiating;
Negotiating exercises with students and student teams. These
practical exercises are held via small group cases.
Learning Objectives:
Better the negotiating knowledge and the negotiating skills.
Ca. 120h
Workload for the
student
Prerequisites
None
Assessment
methods for the
module
Oral examination, 20 minutes
Courses of the
module
IFR16.1: Negotiating Techniques
IFR16.2: Negotiating Techniques Laboratory
Seite 11 von 29
Course Title: Negotiating Techniques
Name of lecturer:
See staff list
Module code: IFR16
Semester of study:
Type of course:
Lecture
Assessment code:
IFR16.1
allocated: 2
Number of SWS: 1
Level of course:
Core skills
7,5
English
Objectives of the
course
Better the negotiating knowledge.
Course contents
Negotiating theory; Negotiating in practice; Negotiating planning,
negotiating processes; e-negotiating; international negotiating
Status
Compulsory
Prerequisites
None
Recommended
reading
Assessment
methods
Cohen, Steven P.: 24 Steps to Building Agreement. New York:
McGraw-Hill, 2007.
Cohen, Herb: Negotiate this! By Caring, but not T-H-A-T Much.
Boston, MA: Warner, 2006.
Fisher, Roger / Ury, William: Getting to Yes. Negotiating an
Agreement without Giving in. Random House, 2007.
Donaldson, Michael C.: Negotiating for Dummies. Indianapolis:
Wiley, 2007.
Wannenwetsch, Helmut: Erfolgreiche Verhandlungsführung in
Einkauf und Logistik. Praxiserprobte Erfolgsstrategien und Wege zur
Kostensenkung. 3. Aufl., Berlin: Springer, 2009.
Oral examination 20 minutes (IFR16.1 + IFR16.2)
Seite 12 von 29
Course Title: Negotiating Techniques Laboratory
Name of lecturer:
See staff list
Module code: IFR16
Semester of study:
Type of course:
Laboratory
Assessment code:
IFR16.2
allocated: 2
Number of SWS: 3
Level of course:
Core skills
26,25
English
Objectives of the
course
Better the negotiating skills.
Course contents
Negotiating exercises with students and student teams. These
practical exercises are held via small group cases.
Status
Compulsory
Prerequisites
None
Teaching methods Negotiating exerces
Recommended
reading
Assessment
methods
Cohen, Steven P.: 24 Steps to Building Agreement. New York:
McGraw-Hill, 2007.
Cohen, Herb: Negotiate this! By Caring, but not T-H-A-T Much.
Boston, MA: Warner, 2006.
Fisher, Roger / Ury, William: Getting to Yes. Negotiating an
Agreement without Giving in. Random House, 2007.
Donaldson, Michael C.: Negotiating for Dummies. Indianapolis:
Wiley, 2007.
Wannenwetsch, Helmut: Erfolgreiche Verhandlungsführung in
Einkauf und Logistik. Praxiserprobte Erfolgsstrategien und Wege zur
Kostensenkung. 3. Aufl., Berlin: Springer, 2009.
Oral examination 20 minutes (IFR16.1 + IFR16.2)
Seite 13 von 29
Module Title: Fashion Chain Management
Module coordinator:
See staff list
Module code: IFR17
Semester of study:
Degree program:
Assessment code:
IFR17.1
Number of ECTS
the module: 4
Module contents:
Module contents/
learning objectives Understanding issues and solutions in fashion chain
management.
Learning objectives:
Retail logistics (changes and challenges), relationships in the
supply chain, internationalization oft he supply chain, market
orientation and supply chain management in the fashion
industry, fashion logistics and quick response, agile
merchandizing in the European textile fashion industry, RFID,
e-tail logistics, Leadership, cooperation and competition in
fashion chain management.
Workload for the
student
120 h
Prerequisites
None
Assessment
methods for the
module
Courses of the
module
IFR17.1: Fashion Chain Management
Seite 14 von 29
Course Title: Fashion Chain Management
Name of lecturer:
See staff list
Module code: IFR17
Semester of study:
Type of course:
Lecture
Assessment code:
IFR17.1
allocated: 4
Number of SWS: 4
Level of course:
Core skills
75
English
Objectives of the
course
Understanding issues and solutions in fashion chain management.
Course contents
Retail logistics (changes and challenges), relationships in the supply
chain, internationalization oft he supply chain, market orientation and
supply chain management in the fashion industry, fashion logistics
and quick response, agile merchandizing in the European textile
fashion industry, RFID, e-tail logistics, Leadership, cooperation and
competition in fashion chain management.
Status
Compulsory
Prerequisites
None
Recommended
reading
Assessment
methods
Fernie, John / Sparks, Leigh (ed.): Logistics & Retail Management.
Emerging issues and new challenges in the retail supply chain. 3rd
ed., London: Kogan Page, 2009.
Sehgal, Vivek: Enterprise Supply Chain Management. Integrating
Best-in-Class Processes.Hoboken, NJ: Wiley, 2009.
Badia, Enrique: Zara and her sisters. The story of the world's largest
clothing retailer. Palgrave Macmillan, 2009.
Seite 15 von 29
Module Title: Fashion Retail Buying Seminar
Module coordinator:
See staff list
Module code: IFR20
Semester of study:
6th semester, SS
Degree program:
Assessment code:
IFR20.1
IFR20.2
Number of ECTS
the module: 10
Module contents/
Module contents:
learning objectives Retail buying theory and practice; application on fashion retail
and fashion industry.
Retail Buying Theory and practice; Application on fashion retail
and fashion industry:
Today's buying environment, the buying function in retailing,
buying for different types of stores, preparing buying plans,
developing assortment plans, controlling inventories, selecting
vendors and building partnerships, making market visits,
making the purchase, pricing; vertical retail management and
retail buying, the vertical loop and fashion retail buying
processes.
Seminar topics are chosen from actual buying questions in
fashion retail businesses which are suitable for a scientific
seminar.
Getting to know fashion retail buying in a scientific, but
practical way; evaluating buying activities in their business
importance.
Workload for the
student
150h
Prerequisites
None
Assessment
methods for the
module
IFR20.2: Seminar and project work, presentation
Courses of the
module
IFR20.1: Fashion Retail Buying
IFR20.2: Fashion Retail Buying Seminar
Seite 16 von 29
Course Title: Fashion Retail Buying
Name of lecturer:
See staff list
Module code: IFR20
Semester of study:
6th semester, SS
Type of course:
Lecture
Assessment code:
IFR20.1
Course code:
IFR20.1
75
allocated: 4
Number of SWS: 4
Level of course:
Core skills
English
Objectives of the
course
Getting to know fashion retail buying; evaluating buying activities in
their business importance
Course contents
Retail Buying Theory and practice; Application on fashion retail and
fashion industry:
Today's buying environment, the buying function in retailing, buying
for different types of stores, preparing buying plans, developing
assortment plans, controlling inventories, selecting vendors and
building partnerships, making market visits, making the purchase,
pricing; vertical retail management and retail buying, the vertical loop
and fashion retail buying processes.
Status
Compulsory
Prerequisites
None
Recommended
reading
Clodfelter, Richard: Retail Buying. From Basics to Fashion. 3rd ed.
New York: Fairchild, 2008.
Assessment
methods
Seite 17 von 29
Course Title: Fashion Retail Buying Seminar
Name of lecturer:
See staff list
Module code: IFR20
Semester of study:
6th semester, SS
Type of course:
Seminar
Assessment code:
IFR20.2
Course code:
IFR20.2
157,5
allocated: 6
Number of SWS: 2
Level of course:
Core skills
English
Objectives of the
course
Deepening retail buying knowledge.
Course contents
Deepening retail buying knowledge by researching and working
scientifically in a seminar. Topics are chosen from actual buying
questions in fashion retail businesses which are suitable for a
scientific seminar.
Status
Compulsory
Prerequisites
None
Recommended
reading
Assessment
methods
Seminar and project work, presentation
Seite 18 von 29
Module Title: Fashion Chain Management Seminar
Module coordinator:
See staff list
Module code: IFR21
Semester of study:
7th semester, WS
Degree program:
Assessment code:
IFR21.1
Number of ECTS
the module: 6
Module contents/
Module contents:
learning objectives Deepening fashion chain management knowledge by
researching and working scientifically in a seminar
Topics are chosen from actual fashion chain questions in
fashion retail businesses which are suitable for a scientific
seminar.
Deepening fashion chain management knowledge.
Workload for the
student
150 h
Prerequisites
None
Assessment
methods for the
module
Courses of the
module
IFR21.1: Fashion Chain Managemenet Seminar
Seite 19 von 29
Course Title: Fashion Chain Management Seminar
Name of lecturer:
See staff list
Module code: IFR21
Semester of study:
7th semester, WS
Type of course:
Seminar
Assessment code:
IFR21.1
Course code:
IFR21.1
157,5
allocated: 6
Number of SWS: 2
Level of course:
Core skills
English
Objectives of the
course
Deepening fashion chain management knowledge.
Course contents
Status
Deepening fashion chain management knowledge by researching
and working scientifically in a seminar. Topics are chosen from
actual fashion chain questions in fashion retail businesses which are
suitable for a scientific seminar.
Compulsory
Prerequisites
None
Recommended
reading
Fernie, John / Sparks, Leigh (ed.): Logistics & Retail Management.
Emerging issues and new challenges in the retail supply chain. 3rd
ed., London: Kogan Page, 2009.
Sehgal, Vivek: Enterprise Supply Chain Management. Integrating
Best-in-Class Processes.Hoboken, NJ: Wiley, 2009.
Badia, Enrique: Zara and her sisters. The story of the world's largest
clothing retailer. Palgrave Macmillan, 2009.
Frankfurt, dfv, 2007
Assessment
methods
Seite 20 von 29
Module Title:
Management Synthesis: International Business Simulation
Module coordinator:
See staff list
Module code: IFR23
Semester of study:
Degree program:
Assessment code:
IFR23.1
Number of ECTS
the module: 10
Module contents/
Simulating an international fashion company. Applying
learning objectives theoretical knowledge learned in previous semesters.
Exercising project work in a team.
Workload for the
student
Ca. 300 h
Prerequisites
Exchange students have to have basic economic knowledge,
especially marketing.
Assessment
methods for the
module
Courses of the
module
IFR23.1: Project Work
IFR23.1: International Business Simulation
Seite 21 von 29
Course Title: International Business Simulation
Name of lecturer:
See staff list
Type of course:
Project
Level of course:
Core skills
Module code: IFR23
Assessment code:
IFR23.1
Course code:
IFR23.1
243,75
Semester of study:
allocated: 10
Number of SWS: 5
English
Objectives of the
course
Students work in groups to practice team work and market-driven
leadership in a business simulation. They have to combine
theoretical knowledge gained in previous semesters and apply that
knowledge in order to lead and manage successfully a virtual
international fashion company. Each group competes with other
virtual fashion companies.
Students learn to experience the results of their sophisticated
tactical and strategic decisions on their company and on their
markets.
Course contents
As part of a business plan each group has to prepare a strategy
paper and at the end of the course an additional analysis paper.
Each company has to plan and to control finances, materials,
products, logistics, sales and competition on different international
markets. Best results are only achieved when planning figures are
understood, calculated and corrected in a self-designed controlling.
Status
Compulsory
Prerequisites
Exchange students taking part have either basic economical
knowledge or learn it via literature.
Teaching methods Team project work, preparation of questions and papers before and
going through papers after course meetings
Recommended
reading
Assessment
methods
User Manual, company business papers, manuscripts of previous
economic courses.
Literature:
Kotler, Philip / Armstrong, Gary: Principles of Marketing. 10th ed.,
UpperSaddle River NJ: Pearson/Prentice Hall: 2004.
McGee, John / Thomas, Howard / Wilson, David: Strategy. Analysis
& Practice. Text & Cases. Maidenhead: McGraw Hill, 2005.
Project Work
Seite 22 von 29
Elective Module Title: Direct Marketing
Module coordinator:
See staff list
Module code: IFR28
Semester of study:
6th or 7th semester, WS
Degree program:
Assessment code:
IFR28.1
Number of ECTS
the module: 5
Module contents/
Module contents:
learning objectives Direct marketing, esp. via the internet (E-Commerce).
Classical direct marketing; digital marketing; internet
marketing, email marketing search engine marketing; different
types of companies and different types of approaches toward
the customer and their implications for business.
Understanding direct marketing, esp. via the internet.
Workload for the
student
150 h
Prerequisites
None
Assessment
methods for the
module
Courses of the
module
IFR28.1: Direct Marketing
Seite 23 von 29
Course Title: Direct Marketing
Name of lecturer:
See staff list
Module code: IFR28
Semester of study:
6th or 7th semester, WS
Type of course:
Lecture
Assessment code:
IFR28.1
Course code:
IFR28.1
105
allocated: 5
Number of SWS: 4
Level of course:
Core skills
English
Objectives of the
course
Understanding direct and digital marketing
Course contents
Direct marketing, esp. in the internet:
Classical direct marketing; digital marketing; internet marketing,
email marketing search engine marketing; different types of
companies and different types of approaches toward the customer
and their implications for business.
Status
Optional
Prerequisites
None
Recommended
reading
Assessment
methods
Spiller, Lisa / Baier, Martin: Contemporary direct and interactive
marketing. 2nd ed., Prentice Hall, 2009.
Drayton, Bird: Commonsense direct and digital marketing. 5th ed.,
Kogan Page, 2007.
Aden, Timo: Google Analytics. Implementieren. Interpretieren.
Profitieren. München: Hanser, 2009.
Dallmer, Heinz: Das Handbuch . Direct Marketing & More:
Zielgruppe Mensch. Wiesbaden: Gabler, 2002.
Promny, Thomas: Grundlagen der Suchmaschinenoptimierung: It's
not a trick - It's knowledge. Tredition, 2009.
Stuber, Lukas: Suchmaschinen-Marketing: Direct Marketing im
Internet. Orell Fuessli, 2008.
Seite 24 von 29
Elective Module Title: Fashion Communication
Module coordinator:
See staff list
Module code: IFR38
Semester of study:
6th or 7th semester, SS
Degree program:
Assessment code:
IFR38.1
Number of ECTS
the module: 5
Module contents/
Module contents:
learning objectives Fashion communication via media and company
communications. Media characteristics and media mix.
Communications control. Typical ways of communication of
fashion information via classical media channels and different
internet channels.
Fashion communication: Fashion information, becoming
fashion, creativity, fashion magazines and websites, dynamic
wording, visuals that speak.
Understanding fashion communication and implications for
fashion companies.
Workload for the
student
150 h
Prerequisites
None
Assessment
methods for the
module
Courses of the
module
IFR38.1: Fashion Communication
Seite 25 von 29
Course Title: Fashion Communication
Name of lecturer:
See staff list
Module code: IFR38
Semester of study:
Type of course:
Lecture
Assessment code:
IFR38.1
Course code:
IFR38.1
105
allocated: 5
Number of SWS: 4
Level of course:
Core skills
English
Objectives of the
course
Getting to know fashion communication. Understanding fashion
communication and implications for fashion companies.
Course contents
Module contents:
Fashion communication via media and company communications.
Media characteristics and media mix. Fashion Promotion.
Communications control. Typical ways of communication of fashion
information via classical media channels and different internet
channels.
Fashion communication: Fashion information, becoming fashion,
creativity, fashion magazines and websites, dynamic wording,
visuals that speak.
Status
Optional
Prerequisites
None
Recommended
reading
Wolbers, Marian F.: Uncovering fashion. Fashion communications
across the media. New York: Fairchild, 2009.
Jackson, Tim: Mastering Fashion Marketing. Palgrave Macmillan
2009.
Wolfe, Mary: Fashion marketing and merchandising. 3rd ed., Tinley
Park, IL: Goodheart-Willcox, 2009.
Sheridan, Jayne: Fashion Media Promotion. The New Black Magic.
Oxford: Wiley-Blackwell, 2010.
Assessment
methods
Seite 26 von 29
Elective Module Title: Brand Management
Module coordinator:
See staff list
Module code: IFR39
Semester of study:
Degree program:
Assessment code:
IFR39.1
Number of ECTS
the module: 5
Module contents/
Module contents:
learning objectives Brand management basics and implications for fashion
businesses.
Brands and brand management; consumer based brand
equity; brand positioning; choosing brand elements to build
brand equity; branding strategies; designing marketing
campaigns to build brand equity; brand controlling; brand
extensions; international branding.
Fashion brand examples and cases illustrate different ways to
build, develop and maintain a brand.
Understanding brand management. Apply know-how for
fashion brands in order to build and maintain a brand.
Workload for the
student
150 h
Prerequisites
None
Assessment
methods for the
module
Courses of the
module
IFR39.1: Brand Management
Seite 27 von 29
Course Title: Brand Management
Name of lecturer:
See staff list
Module code: IFR39
Semester of study:
Type of course:
Lecture
Assessment code:
IFR39.1
Course code:
IFR39.1
105
allocated: 5
Number of SWS: 4
Level of course:
Core skills
English
Objectives of the
course
Getting to know brand management
Course contents
Status
Brands and brand management; consumer based brand equity;
brand positioning; choosing brand elements to build brand equity;
branding stratgeies; designing marketing campaigns to build brand
equity; brand controlling; brand extensions; international branding.
Optional
Prerequisites
None
Recommended
reading
Assessment
methods
Wheeler, Alina: Designing brand identity. An essential guide for the
whole branding team. 3rd ed., Wiley, 2009.
Chevalier, Michel: Luxury brand management. Wiley, 2008.
Keller, Kevin L.: Strategic brand management. Prentice Hall, 2007.
Seite 28 von 29
Course Title: Business Presentations, Public Relations Project
Name of lecturer:
See staff list
Module code: IFR40
Semester of study:
Type of course:
Lecture
Assessment code:
IFR40.1
Course code:
IFR40.1
allocated: 3
Number of SWS: 4
Level of course:
Core skills
45
English
Objectives of the
course
Course contents
Die Studierenden kennen die Bestandteile einer Präsentation.
Die Studierenden können die einzelnen Bestandteile einer
Präsentation evaluieren und gezielt einsetzen.
Die Studierenden sind in der Lage, sinnvoll strukturierte
Überzeugungs- und Informationspräsentationen mit ansprechender
Visualisierung u.a. mit MS Powerpoint durchzuführen.
Rhetorik, Stimme, Blickkontakt, Mimik und Gestik, Strukturierung
einer Präsentation, Visualisierung.
Status
Optional
Prerequisites
keine
Teaching methods Vorlesung mit Präsentationen von Studierenden und Feedback.
Recommended
reading
Manuskript und englischsprachige Literaturliste des Dozenten.
Breger, W. und Grob, H. L. (2003): Präsentieren und Visualisieren mit und ohne Multimedia, dtv, München.
Fochler, P., Grill, O. und v. Braunschweig, Ch. (2000): Microsoft
PowerPoint 2000 für Windows. Grundlagen Präsentationen und
Grafiken, HERDT-Verlag, Nackenheim.
Gutzeit, F.S. (2002): Die Stimme wirkungsvoll einsetzen. Das
Stimmpotenzial erfolgreich nutzen, Beltz, Weinheim und Basel.
Kutscher, P. (2004): Stimmtraining - …und plötzlich hört dir jeder zu,
2. Auflage, Gabal, Offenbach.
Mentzel, W. (2002): Rhetorik. Frei und überzeugend sprechen, 3.
Auflage, Haufe Verlag, München.
Neuhäuser-Metternich, S. (1994): Kommunikation im Berufsalltag.
Verstehen und Verstanden werden, dtv, München.
Pabst-Weinschenk, M. (1995): Reden im Studium: ein
Trainingsprogramm, Cornelsen Scriptor, Frankfurt am Main
Assessment
methods
Referat
Seite 29 von 29

Module Descriptions International Programme

Transcrição

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