de Employer Branding & HR Marketing

en Employer Branding & HR Marketing

Angaben gemäß SPO
Zugehörigkeit zu Curriculum
Modulverantwortung
Gärtner, Christian (Prof. Dr. )
Prüfungsformen
Lehr- und Lernformen
Vorlesug | SU | 4 SWS
Lehrangebote SoSe 2025
Vorlesug | SU | 4 SWS
Prüfungsangebote SoSe 2025
Erstprüfer:in
Gärtner, Christian (Prof. Dr. )
Zweitprüfer:in
Benzinger, Diana (Prof. Dr.)
Prüfungsform
Details zur Prüfung
Modularbeit: Erstellung eines HR- Marketing-/Employer Branding Konzeptes bzw. konkreter Maßnahmen; Modulprüfung besteht aus einer
  • Präsentation (ca. 20 Min.) (Prüfungsvorsetzung, d.h. keine Benotung, nur „bestehen“) und
  • schriftlichen Ausarbeitung des Konzepts bzw. der Maßnahmen (ca. 16 Seiten)
Hilfsmittel
Voraussetzungen und Verwendbarkeit
Voraussetzungen für die Teilnahme
Verwendbarkeit
Inhalte und Qualifikationsziele
verabschiedet am 14.04.2025
Learning objectives / competencies:

By attending the lecture and completing the associated self-study and project work, students should acquire knowledge of the key fundamentals of HR marketing and employer branding. This includes, for example, current topics and instruments/techniques as well as their possible applications and limitations in an operational context. With regard to current topics, HR experts should be able to assess developments in the labor market and HR marketing as well as their effects on the working environment. In application-oriented project problems, students should also acquire the skills to implement the instruments they have learned independently and in teamwork: e.g. by developing student application training, developing case-related employer branding concepts, creating video tutorials for the HR sector, etc.

The planning, organization and implementation of current case studies enables the learning of interdisciplinary analytical and conceptual skills as well as the qualification of personal-social skills such as initiative, results orientation, self-control, team communication and cooperation, etc. By combining the acquisition of specialist knowledge in seminar-style teaching and the self-directed implementation of projects, the aim is to raise students' awareness of the economic and personnel/social aspects of employee recruitment and retention.

 
Contents:

- Fundamentals of HR Marketing & Employer Branding

- Framework conditions of HR marketing & employer branding (including labor market trends and current topics)

- Instruments and concepts in digital and analog target group recruiting

- Touchpoint management / candidate / employee journey

- Selected employer branding and HR marketing measures and projects (including career websites, job ambassadors, employee recommendations, eSports/gaming, Metaverse, TikTok, etc.)

     

Teaching and learning methods:

- Seminar-based teaching

- Lectures by HR experts

- Project/case studies, group work, presentations



Literature: will be announced in the course.
CAP
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