WISU

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WISU

Wiesbaden International Summer
University 2008
www.fh-wiesbaden.de/wisu
WISU- Wiesbaden International Summer University
KEY - FACTS
• State-aided by the ministry of education Hessen
• Partner project (ISU) well-established at five universities in Hessen
• First time in Wiesbaden in summer 2008
• Four- week program with ECTS- Credit Points
• For foreign students and further training interested employed person
• Lessons are taught in English
• „Marketing, Communications, Advertising and Media Culture, Controlling, Law and Research“
• 4 subject areas
• German-lessons divided in three different levels / alternative English-lessons
• Cultural Studies
• Corporate governance
• Case studies held by international industry experts
• Entertaining social and cultural program with excursions and leisure facilities
• Location : University of Applied Science Wiesbaden –Media Campus - Unter den Eichen
• Schedule : 20. Juli – 15. August 2008
• Catering: Cafeteria „Camera“ and Anny Langhaus Hotel
• Accomodation: Anny Langhaus Hotel (next to the University)
• Costs : depends on registration date:
• Registration before March, 31th - 1500
• Registration after March, 31th - 1900
• A discount for larger orders is available (three students 10% reduction, five students 20%
reduction)
Modules
• Modul 1: Marketing
• Modul 2: Communications
• Modul 3: Advertising
• Modul 4: Media Culture, Controlling, Law and Research
Timetable
• Each modul is discussed one week
• 4 Case Studies
• Education will subsidised by leisure facilities and visitations of local companies
• Cultural Studies
• German lessons / English lessons
Modul 1: “Marketing”
Marketing – Mix
1.1.1 Product policy
1.1.4 Distribution policy
1.1.1.1 Method of collecting data and instruments
1.1.1.2 Measures of the product policy
1.1.4.2 Contract policy and sales management
1.1.1.3 Product management
1.1.4.3 Multichannelmanagement
1.1.1.4 Product life cycle
1.1.4.4 E- Commerce, M- Commerce, T- Commerce
1.1.2 Price policy
1.2 Strategic Marketing
1.2.1 Generic market development strategy
1.1.2.2 Development of the price policy during a product 1.2.2 Methods oft he market segmentation
life cycle
1.2.3 Positioning
1.1.2.3 Market-oriented price policy
1.3 Marketing Controlling
1.1.2.4 Basic principle of the development
1.3.1 Accounting
1.1.2.5 Price policy and accounting
1.3.2 Trademark portfolio
1.1.3 Communication policy
1.4 Trademark and Positionierung
1.5 Case Study
1.1.3.2 Development of an advertising campaign
1.6 Workshop & Presentation
1.1.3.3 Broadcast Media
1.1.3.4 Performance Based Media
1.1.3.5 House of Media
Modul 2: “Communications”
2.1 Communications Basics
2.1.1Communications-Mix
2.2 Communications Elements
2.3 B-to-C und B-to-B
2.4 International Developments & Challenges
2.5 Integrated Communications
2.6 Case Study
Modul 4: Media Culture, Controlling,
Law and Research
4.1 Media Research
4.2 Cultural Differences
4.2.1 German Media
4.2.2 International Media
4.3 Media Controlling
4.4 Media Law
4.5 Case Study
Modul 3: „Advertising“
3.1. Advertising Basics
3.2. Global Developments
3.3. Media Basics
3.4. Media to Marketing Communications
3.5 Case Study
Location Wiesbaden
• Wiesbaden, a city in central Germany
• The capital of the state of Hessen
• The city is on the right northern bank of the river Rhine
• It lies opposite the city of Mainz on the other side of the river, and is near Frankfurt am Main
• Wiesbaden has about 300,000 inhabitants, plus approximately 14,000 U.S. citizens (mostly as
sociated with the American military)
• The city is also in the Rhine Metropolitan area with Frankfurt and Mainz with about 5.8 million people
See you in Germany this summer!
Thank you for your attention.

WISU

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