604.100 (13W) International Marketing

Wintersemester 2013/14

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First course session
03.10.2013 14:00 - 16:00 E.105 Off Campus
... no further dates known

Overview

Lecturer
Course title german International Marketing
Type Lecture
Hours per Week 1.0
ECTS credits 3.0
Registrations 54
Organisational unit
Language of instruction Englisch
Course begins on 28.10.2013
Remarks (english) ​Students admitted to the Master's degree "International Management" may register for the course in week 40.

Time and place

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Course Information

Course content

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 mix. Fundamental marketing mix decisions for international markets.

Teaching objective

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.

Literature

​

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

Course content

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 mix. Fundamental marketing mix decisions for international markets.

Teaching objective

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.

Literature

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

Examination information

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

Assessment criteria / Standards of assessment for examinations

look at Moodle

Assessment criteria / Standards of assessment for examinations

look at Moodle

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Master's degree programme International Management (SKZ: 908, Version: 11W.2)
    • Subject: International Marketing (Compulsory subject)
      • 1 International Marketing ( 0.0h VO / 3.0 ECTS)
        • 604.100 International Marketing (1.0h VO / 3.0 ECTS)

Equivalent courses for counting the examination attempts

Wintersemester 2024/25
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2023/24
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2022/23
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2021/22
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
Wintersemester 2020/21
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)
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 2012/13
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)