EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

Prerequisites/Level
Marketing Planning and Budgeting, Project Management, Consumer Behaviour, Market
Intelligence and Marketing Metrics, Integrated Marketing Communications I, Business
Partner Analysis, Individual and Group Negotiation
Course Description
The course will cover the following topics:
� Market screening – pre-selection of possible suppliers/ Agencies
� Structure and function of agencies
� Evaluation and selection of external partners – in the areas of market research,
advertising and dialog marketing agencies, independent Freelancer
� Basic application for creative briefings
� Framework for advertising agency- announcement, selection process, evaluation
basis for contract negotiations
� Pitch, Post-Pitch Feedback
� Basic foundation for concept and strategy creation for organization
communication
� Implementation of marketing goals in a creative concept
� Planning, creation and production of advertisements (ATL/BTL and for Onlineapplication)
� Project Management – Time management
� Foundation for creative techniques
� Evaluation of creative performance requirements
� Ethics in advertising (Guidelines and self-restriction-codex)
� Long term relationship establishment and development Client-Agency relationship
Literature
Fitch, B., McCurry, M., Gaston, B. (2010). Media Relations Handbook: For Agencies,
Associations Nonprofits and Congress - The Big Blue Book. TheCapitolNet.
Sims, M. (2005). Working With Agencies: An Insider's Guide. John Wiley & Sons.
Teaching Methods
Lectures are based on slides, including practical examples, presented and discussed with
the lector. The course comprises a combination of formal lecture, colleague counselling
and discussing cases, placing particular emphasis on student participation. This will
support the ambition to enhance analytical-, diagnostic-, decision making, and
communication skills for students.
Evaluation
Oral exam
Leadership and Human Resources
Semester Hours per week ECTS
Spring 2 4
Learning Outcomes / Course Objectives
Upon successful completion of the course students will be able to:
� grasp the importance of motivation in the context of leadership;
Capture methods and techniques of coaching, mediation and supervision;
Identify and discuss the main features of the international Human Resource
Management;
� collect and analyze global issues in Human Resource Management;
Describe the staff planning as a source of information for internal decision making
in relation to knowledge and capacity management ("recruiting, selection, training
and rightsizing");
FHR-5-0008_Vers.03_Rev.00_2012 492