LFU:online

Institut für Banken und Finanzen Institut für Banken und Finanzen

Dr. Ingo Gächter, MA Dr. Ingo Gächter, MA

434927

PS International Entrepreneurship

PS 2

3,5

Only for IWW students who have already completed their compulsory year abroad and ERASMUS exchange students - English language knowledge at a high level!

Block

jährlich

Englisch

A fascinating look into the near future of international entrepreneurship and the media: Discover, how market leaders and “dream factories” target human emotions. Discover the international management strategies of Red Bull- and other western managers when they enter the markets of Yin&Yang cultures or the USA. Discover how to apply successful tricks and modern common practice in international management. Watch out for “Asian phantoms”: What an American or European manager would call “corruption”, “cheating” or simply “lying” might be normal bargaining strategies in Asia. And vice versa: What a “Yin&Yang manager” would call “greedy egoist”, “stupid lawyer” or “non reliable friend” might just be common management practice on the other side of the world. However, the key goal and question then is: How can international entrepreneurship become more a blessing than a curse in the corporation you want to work?

The power of the Red Bull is his myth. This will be true for most international entrepreneurs on future markets. Surprisingly, scientists about international future markets predict: Not information (technology), but the right pictures and stories are the most important raw materials of successful managers in the 21st century. The right corporate story with touching images in your suitcase will ever more often be the most promising tools for success, not only in Europe and the USA, but also in markets of the Yin&Yang culture. In this seminar you will discover that consumers do not buy material products anymore. Instead, they pay for real adventures, experiences, feelings and fun. Therefore, International Entrepreneurs have to learn how to “play” and communicate in the modern world of media, business and entertainment.

As a first step, you will discover how market leaders of your choice target human emotions in international business and the media. The team in our class will help you to develop your ideas and concept by giving you constant feedback. Secondly, futurologists claim that a new top-job has arisen in our global “Imagination Society”: Chief-Adventure Officer. You will experience this job by developing your own international entrepreneurship concept for a company (and in a culture and country) of your own choice. You collect ideas, myths, pictures and stories around an international corporation that is committed to modern international management, designed for future markets. In your concept you will also give an answer to questions that guarantee sustainable success. Which myth or “story” behind a corporation should be the heart of the corporate culture? Corporate Social Responsibility? How can entrepreneurs get rich by doing good? Finally, you will present your entrepreneurship concept: The myth and vision behind the company, the international strategy for future markets, how you intend to target the emotions of your clients, etc. You may experience with pictures and media channels of your choice. Your concept should be a kind of “event” or show, where you show your capabilities of a modern entrepreneur: adventure, feelings, hard fun.

Your active participation and team work shall be evaluated. Students are supposed to develop ideas, discover international future markets and experiment with international concepts, pictures and corporate myths. Students have to come up with an international entrepreneurship concept which - together with the written exam at the end of the interactive part - will be part of the grade for the interactive part.

International Companies, Netcitizens and the worldwide web should be your first source of new “literature”. Books: Donald F. Kuratko and Richard M. Hodgetts. Entrepreneurship: Theory, Process, Practice; 8th edition. South-Western College Pub; 8 edition, 2008 Sabine, Buchholz. When a brand gets wings: Red Bull's secret of marketing success. Grin Verlag, 2008 Hiltunen, Ari. Aristotle in Hollywood: the anatomy of successful storytelling. Bristol Intelect Books: 2002 Tank, Andreas. China-Marketing. Erfolgsfaktoren für die Marktbearbeitung. Peter Lang GmbH, Frankfurt am Main: 2005 Jensen, Rolf. The Dream Society. McGraw-Hill, New York: 1999

Only for IWW students who already completed their compulsory year abroad and ERASMUS students !! Very high command of English language
Beginn: 13.3.2009 - 1st session compulsory !!

Fr. 13.03.2009, 10.00 - 17.00 Uhr, SR 19
Fr. 27.03.2009, 10.00 - 17.00 Uhr, SR 19
Fr. 17.04.2009, 10.00 - 17.00 Uhr, SR 19
Sa. 18.04.2009, 10.00 - 17.00 Uhr, SR 19
Fr. 08.05.2009, 10.00 - 17.00 Uhr, SR 19
Fr. 22.05.2009, 10.00 - 17.00 Uhr, SR 19
Sa. 23.05.2009, 10.00 - 17.00 Uhr, SR 19
Fr. 12.06.2009, 10.00 - 17.00 Uhr, SR 19