Vorlesungsverzeichnis

Business-society interactions in the digital age: The role of communication for stakeholder relations (Vorlesung/Übung)

Masterprogramm Management & Entrepreneurship - Major Management & Finance & Accounting - Managing Stakeholder Relations
Masterprogramm Management & Entrepreneurship - Major Management & Marketing - Managing Stakeholder Relations
Masterprogramm Management & Entrepreneurship - Major Management & Business Development - Managing Stakeholder Relations
Masterprogramm Management & Entrepreneurship - Major Management & Financial Institutions - Managing Stakeholder Relations
Masterprogramm Management & Entrepreneurship - Major Management & Human Resources - Managing Stakeholder Relations

Online Marketing und Social Media mit Fokus Stakeholder Management (Vorlesung/Übung)

Dozent/in: Dirk von Schnakenburg

Inhalt: Onlinemarketing ist inzwischen eine elementare und in vielen Fällen auch die budgetstärkste Disziplin der Marketingorchestrierung von Werbetreibenden. In der Veranstaltung werden insbesondere die Online-Performance-Kanäle im Detail beleuchtet, methodisch hinterfragt und praktisch begreifbar gemacht. Wichtige Themen sind: SEA (insb. Google AdWords), SEO, Real-Time Advertising im Displaybereich, Werbung über Facebook, Instagram, Snapchat etc. Ein wichtiges neues Thema in diesem Bereich ist auch bezahlte Werbung bei Amazon.

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

Dozent/in: Thomas Gegenhuber

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.

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.

Vorlesungsverzeichnis

Lehrveranstaltungen

Business-society interactions in the digital age: The role of communication for stakeholder relations (Vorlesung/Übung)

Online Marketing und Social Media mit Fokus Stakeholder Management (Vorlesung/Übung)

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

Wirtschaftspsychologie und Stakeholder Relations (Vorlesung/Übung)