course-schedule

Managing Stakeholder Relations: Crowds, Communities and the Challenge of Openness (Vorlesung/Übung)

Inhalt: In a digital economy crowds and communities play a critical role in (supporting) the emergence of new organizations (e.g. startups using crowdfunding), are potential source of value creation for existing organizations (e.g. online platforms relying on users’ ratings) or even contribute to an organization’s demise (e.g. ‘shitstorms’ severely threating an organization’s legitimacy). In this module, we begin with seeking to understand essential concepts, such as crowds (i.e. set of actors responding individually to an open call of an organization), communities (i.e. interrelated actors engaging in interpersonal exchange and share a common interest, concern, activity, or belief), openness (i.e. organizations involving external actors into organizing processes) and boundaries (i.e. various perspectives on how to draw the boundary between what occurs within the ‘closed’ organization and what happens in the ‘open’). Equipped with a knowledge of these concepts, we then move to a more detailed examination of what role crowds and communities can play in various situations. We further examine how to ‘manage’ them, in particular by inquiring into the challenges and consequences of openness.

Social Marketing: building better connections with consumers (Vorlesung/Übung)

Dozent/in: Victoria-Sophie Osburg

Inhalt: The module consists of two block courses. While the first block introduces the Social Marketing discipline theoretically and illustrates how it can help to build better connections with consumers, the second block focuses on its application. Specifically, the first block begins with a module overview, and a clarification of the assessment tasks and marking criteria. Furthermore, the following topics will be covered: 1) Introduction to Social Marketing 1.1) History and overview 1.2) Applications and challenges 2) Basic principles of Social Marketing 2.1) Policy and partnerships 2.2) The intervention planning process 3) Understanding the consumer 3.1) Theoretical background 3.2) Segmentation 4) Social vs. Not-for-Profit Marketing 4.1) Core differences and introduction to NfP Marketing 4.2) Specific applications of NfP Marketing (Fundraising and Arts Marketing) 5) Evaluating social marketing solutions The second block provides an integrative overview, which summarizes main aspects of Social Marketing. Students will deliver a presentation about how an existing organisation applies the principles and techniques of Social Marketing. Furthermore, case studies will be discussed and critically analysed to gain a deeper understanding of how well-known companies apply Social Marketing campaigns. The assessment tasks consist of a presentation, which is held during the second block, and an individual assignment. Further details will be given during the first block course. Students are also encouraged to individually discuss their assignments with the module leader during an assignment clinic session, which will be scheduled between the two blocks. The core textbook for this module is Eagle et al. (2013): Social Marketing.

Managing Stakeholder Relations to Address Environmental Challenges (Vorlesung/Übung)

Dozent/in: Lisa Koep

Inhalt: Increasingly stakeholders groups such as customers, business partners and NGOs are demanding of organizations to act more sustainably. In order to improve corporate relationships with these various stakeholders, companies need to be able to identify them and assess their influence. In this module we will review theoretical and practical approaches to map the different stakeholder groups, and review methods to evaluate their influence and power in the context of environmental management. More specifically, students will learn to analyze the organizational micro and macro environment, as well as closely studying the individual stakeholder groups. Further, students will be introduced to dialogue based, proactive stakeholder management techniques which allow for mutual learning processes. The module will be delivered in three blocks. Students are required to prepare and present a written group report applying the method of a systematic literature review. Methodological training will be provided as part of this module.

Wirtschaftspsychologie und Stakeholder Relations (Vorlesung/Übung)

Dozent/in: David Loschelder

Inhalt: Empirical findings from Economic Psychology are a strong foundation for the Management of stakeholder relations. Indeed, they can be an effective means to attain entrepreneurial success in a variety of management projects. In the present module, we will cover different topics from economic psychology and illuminate how they relate to and matter for stakeholder relations. Specifically, we will cover the psychology of money, economic decision-making, consumer behavior, pricing, and negotiations! In addition to the psychological foundations and empirical findings, we will focus on a real-world applicability in the daily life as an entrepreneur or manager.

Course Schedule

Lehrveranstaltungen

Managing Stakeholder Relations: Crowds, Communities and the Challenge of Openness (Vorlesung/Übung)

Social Marketing: building better connections with consumers (Vorlesung/Übung)

Managing Stakeholder Relations to Address Environmental Challenges (Vorlesung/Übung)

Wirtschaftspsychologie und Stakeholder Relations (Vorlesung/Übung)