604.100 (16W) International Marketing

Wintersemester 2016/17

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Erster Termin der LV
14.11.2016 13:30 - 18:00 , 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
50
Organisationseinheit
Unterrichtssprache
Englisch
mögliche Sprache/n der Leistungserbringung
Englisch
LV-Beginn
14.11.2016
eLearning
zum Moodle-Kurs

LV-Beschreibung

Intendierte Lernergebnisse

This course aims to develop the competencies, required for formulating, implementing and controlling marketing strategies inthe international business environment.

Lehrmethodik

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.
  • Perform an 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.

Inhalt/e

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

Module 2. Evaluation of international target markets and market entry modes.

Module 3. Marketing mix. Fundamental marketing mix decisions for international markets.

Literatur

Hollensen, S. (2011): Global marketing, A decision-oriented approach (5thEd., or any later edition), Pearson Education (selected chapters)

Prüfungsinformationen

Prüfungsmethode/n

- Written exam (quiz)

- Involvement and contribution to discussion during lectures, including an open-book essay related to the international busines

Prüfungsinhalt/e

Evaluation of students’ performance will be based on:

  • written exam/quiz, which accounts for 60% of the overall grade,
  • involvement and contribution to discussion during lectures, including an open-book essay related to the international business, which accounts for 40% of the overall grade.

 Students should thoroughly prepare for each lecture/case study and be prepared for active participation and contribution to in-class discussions. Attendance and preparation for discussion are mandatory.

Beurteilungsschema

Note/Grade Benotungsschema

Position im Curriculum

  • Masterstudium International Management (SKZ: 908, Version: 16W.1)
    • Fach: International Marketing (Pflichtfach)
      • International Marketing ( 0.0h VO / 3.0 ECTS)
        • 604.100 International Marketing (1.0h VO / 3.0 ECTS)
  • Masterstudium International Management (SKZ: 908, Version: 16W.1)
    • Fach: International Marketing (Pflichtfach)
      • International Marketing ( 0.0h VO / 3.0 ECTS)
        • 604.100 International Marketing (1.0h VO / 3.0 ECTS)
  • 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 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)
Wintersemester 2012/13
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)