604.100 (12W) International Marketing

Wintersemester 2012/13

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Erster Termin der LV
05.11.2012 09:00 - 12:00 , S.0.05
... keine weiteren Termine bekannt

Überblick

Lehrende/r
LV-Titel englisch
International Marketing
LV-Art
Vorlesung
Semesterstunde/n
1.0
ECTS-Anrechungspunkte
3.0
Anmeldungen
32
Organisationseinheit
Unterrichtssprache
Englisch
LV-Beginn
eLearning
zum Moodle-Kurs
Anmerkungen
Students admitted to the Master's degree "International Management" may register for the course in week 40.

LV-Beschreibung

Inhalt/e

Module 1. Introduction to international/global marketing. Global companies and markets.
Motives and barriers to internationalization. Theories of internationalization.       

Module 2. Competitiveness of a nation and a firm. International/global value chain.

Module 3. Analysis of the international marketing environment. Culture and cultural differences.

Module 4. Evaluation of international target markets and market entry modes.

Module 5. Marketing

Lehrziel

​Contemporary business is taking place in a highly inter-connected environment, characterized by multinational economic and political integration (as it is the case with, e.g. European Union), as well as by a high level of global interdependence. This requires future managers to understand the drivers and opportunities for internationalization and to apply a range of marketing principles in different regional and national contexts. This course aims to develop the competencies required for formulating, implementing and controlling marketing strategies in the international business environment. As to reach such an overall learning outcome, by the end of the course, students will be able to: • Identify and discuss the idea of the global business/market and analyze the international value chain opportunities. • Describe different modes and incentives for internationalization of a firm. • Understand and apply the fundamental theoretical notions related to achieving competitiveness (of a nation, within an industry, in a value chain). • Perform a comprehensive analysis of the international marketing environment. • Identify international target markets and evaluate different market entry modes. • Discuss the marketing mix (product, price, distribution, communication) decisions for international target markets.

Literatur

Hollensen, S. (2011): Global marketing, A decision-oriented approach (5th Ed.), Pearson (selected chapters) (there are 7 books available at the library of University)

Inhalt/e

Module 1. Introduction to international/global marketing. Global companies and markets.
Motives and barriers to internationalization. Theories of internationalization.       

Module 2. Competitiveness of a nation and a firm. International/global value chain.

Module 3. Analysis of the international marketing environment. Culture and cultural differences.

Module 4. Evaluation of international target markets and market entry modes.

Module 5. Marketing

Lehrziel

​Contemporary business is taking place in a highly inter-connected environment, characterized by multinational economic and political integration (as it is the case with, e.g. European Union), as well as by a high level of global interdependence. This requires future managers to understand the drivers and opportunities for internationalization and to apply a range of marketing principles in different regional and national contexts. This course aims to develop the competencies required for formulating, implementing and controlling marketing strategies in the international business environment. As to reach such an overall learning outcome, by the end of the course, students will be able to: • Identify and discuss the idea of the global business/market and analyze the international value chain opportunities. • Describe different modes and incentives for internationalization of a firm. • Understand and apply the fundamental theoretical notions related to achieving competitiveness (of a nation, within an industry, in a value chain). • Perform a comprehensive analysis of the international marketing environment. • Identify international target markets and evaluate different market entry modes. • Discuss the marketing mix (product, price, distribution, communication) decisions for international target markets.

Literatur

Hollensen, S. (2011): Global marketing, A decision-oriented approach (5th Ed.), Pearson (selected chapters) (there are 7 books available at the library of University)

Prüfungsinformationen

Beurteilungskriterien/-maßstäbe

look at Moodle

Beurteilungskriterien/-maßstäbe

look at Moodle

Beurteilungsschema

Note/Grade Benotungsschema

Position im Curriculum

  • Masterstudium International Management (SKZ: 908, Version: 11W.2)
    • Fach: International Marketing (Pflichtfach)
      • 1 International Marketing ( 0.0h VO / 3.0 ECTS)
        • 604.100 International Marketing (1.0h VO / 3.0 ECTS)

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Wintersemester 2019/20
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2018/19
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2017/18
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2016/17
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2015/16
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2014/15
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2013/14
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)