Summer School：International marketing

 - How Chinese companies can succeed in Europe

Faculty of Economics and Trade, 2009-05-07

Have you ever imagined you may possibly enjoy German education right here in Xi’an? This August, a summer school held by Hochschule Darmstadt University of Applied Science and Xi’an Institute of Post and Telecommunications may help you realize your dream.

The best part of this project is you don’t have to pay any tuition.

Brief Introduction of the Summer School

This project is funded by Deutsche Akademische Austauschdienst Dienst (DAAD), aiming at academic exchange with respect to cross-cultural marketing. All the lectures will be delivered by senior scholars from Hochschule Darmstadt University of Applied Science, Germany. The details are listed as below:    

Qualifications for registration

1.      Undergraduates (junior or senior students preferred) or postgraduates;

2.      Majoring in business or marketing;

3.      With high proficiency in both written and spoken English, students who passed CET-6 preferred;

4.      Students from Xi’an University of Post and Telecommunications，Xi’an Jiaotong University, and Northwestern Polytechnical University preferred.

Schedule of Registration and Enrollment

About the Charges

1.      Students don’t have to pay any tuition and all the necessary expenses are sponsored by DAAD with board and lodging exclusive.

2.       Travel expenses from Xi’an to Beijing as well as related board and lodging expenses born by the sponsor;

3.       Students must pay certain deposit in advance which will be repaid after finishing the course while will not be repaid if the student quit in the middle of class.

Course Content

A. Introduction to German language

B. Germany: the political, economic, social and cultural environment

C. International Marketing

    1.The decision whether to internationalize

    2.Deciding which markets to enter - The international marketing selection process

    3.Market entry strategies

    4.Designing the international marketing programme (product, pricing, distribution, communication)

    5.Global e-marketing

    6.International Customer Relationship Marketing

    7.Organization and control of the global marketing programme

D. Principles of intercultural management - Europe and Germany

If you have interest in this project, you can contact us within the above mentioned period through the email:

 summerschool2009@126.com

Introduction of German Professors

Prof. Dr. Ralf K. Schellhase

Dr. Ralf K. Schellhase is a Professor of Marketing at the Darmstadt University of Applied Sciences of Germany.  He is the Director of the Center for Business Administration and chairman of the academic advisory board of Prof. Schellhase Consulting Ltd.

He received his academic education at the University of Mannheim, the leading busi­ness school in Germany. He has received the Promarketing Foundation award and his Dissertation has been funded by Alfried Krupp von Bohlen und Halbach Founda­tion.

His research activities comprise the field of the management of customer satisfaction and customer relationships, services in business-to-business-marketing, international marketing research and the use of new media in marketing education.

Professor Schellhase is a member of the German Society of Marketing, the Society for Marketing Advances and the Academy of Marketing Science. He belongs to the editorial advisory board of European Business Review as well as the editorial review board of the Journal of Marketing Channels, the Journal of Business Research and Marketing Education Review, the Scientific Committee of EsicMarket, Economic and Business Journal and he is a peer reviewer of MERLOT (Multimedia Educational Resource for Learning and Online Teaching). He has written the German edition of Kotlers “Principles of Marketing” and has published over 40 articles in leading marketing journals.

Since 1990 Dr. Schellhase  has been consulting numerous leading German and international corporations on marketing strategy, marketing research, preference analysis, product development as well as on customer satisfaction and customer loyalty. Examples are Bertelsmann, Baxter, British American Tobacco, Burda, Degussa, Dürr, Heidelberger Druckmaschinen, Hottinger Baldwin Messtechnik, KPMG, Metro, Merck, Schenck, Unilever as well as several public institutions.

Dr. Schellhase has served in a variety of capacities including author, consortium pre­senter, reviewer, discussant, session chair and track chair for the Society of Mar­keting Advances and the Academy of Marketing Science. He was the Co-Chair of the “First International SMA conference – Global Marketing for a New Century”, Track Chair “European Marketing Issues” for the 2003 AMS Annual conference, he has been the program chair of the 2005 World Marketing Congress and he judged the 2005 AMS Mary Kay Doctoral Dissertation Competition.

Dr. Birgit G. Franken

Birgit G. Franken is working at the University of Applied Sciences, Darmstadt as a research assistant in marketing and marketing research at the Faculty of Business Administration and Economics. She has received her academic education at Germany’s leading business school, the University of Mannheim, and the University Paul Valéry in Montpellier, France. She has been honoured with the Promarketing Foundation award.

Ms. Franken is a member of the Academy of Marketing Sciences and has published in several journals especially on marketing controlling and services marketing. She has written the German editition of Kotler’s Principles of Marketing. Currently she is working on a governmentally supported project on services marketing in business-to-business networks.

Her research activities comprise business-to-business marketing, services marketing, marketing research, customer satisfaction and customer loyalty.

Birgit Franken has gained a lot of work experience in consumer marketing. During her responsibility as a product manager for a relevant dairy brand in Germany (brand “Landliebe” by Campina) she has been working in the areas of product marketing and management as well as quantitative and qualitative market research. Among other duties she has organized several marketing and sales conferences and was member of an international crossfunctional task force for market research and product development.

Ms. Franken has gained consulting experience in projects in the field of customer satisfaction and customer loyalty for companies in the chemical industry, the machine and plant construction industry and for public institutions.

      Dr. Ruth Tobias

Dr. Ruth Tobias is the Head of the Language Centre, University of Applied Sciences, Darmstadt, and mainly teaches students French, Portuguese and German as a foreign language and intercultural communication. She is now also a freelance lecturer for Portuguese literature in Institute of Romance Philology, University of Gießen.

Dr. Ruth Tobias finished six years studies of French and Portuguese language and literature in University of Gießen in 1994 and became a language teacher for French and Portuguese the same year. In June 1995, she got Teaching Certificate in DaF which is a qualification to teach German as a foreign language. In 2001, Dr. Ruth Tobias took a PhD in University of Gießen with the dissertation in Portuguese culture and literature. Besides, she also had some study and research experience in Portugal and France.

Dr. Ruth Tobias has more than10 years working experience in the field of language training. She once taught German translation in Institute of Romance Philology, University of Gießen and German as a foreign language in University of Osnabrück, Department of Geography, VHS–Adult Continuing Education Centre, Hofheim/Taunus. Meanwhile, Ms. has been the freelance interpreter for Brazilian and Portuguese guests (journalists) of the Ministry of Foreign Affairs Since October 2001.

Although a native German speaker, Ms. Tobias is a multi-linguist. She has a very good command of French and Portuguese as well as very proficient written and verbal skills in English and basic knowledge of Spanish and Italian.