604.100 (18W) International Marketing

Wintersemester 2018/19

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Erster Termin der LV
29.10.2018 08:30 - 13:00 , S.0.05
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Überblick

Lehrende/r
LV-Titel englisch
International Marketing
LV-Art
Vorlesung
Semesterstunde/n
1.0
ECTS-Anrechungspunkte
3.0
Anmeldungen
52
Organisationseinheit
Unterrichtssprache
Englisch
LV-Beginn
29.10.2018
eLearning
zum Moodle-Kurs

LV-Beschreibung

Intendierte Lernergebnisse

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

By the end of the course, students will be able to:

  • Identify and discuss the idea of global business and markets and analyze the international value chain.
  • 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.

Lehrmethodik

Lecture, Small case studies (including video cases), discussion, short group activity

Inhalt/e

Introduction to international/global marketing. Global companies and markets. Motives and barriers to internationalization. Theories of internationalization.
Evaluation of international target markets and market entry modes.
Marketing mix. Fundamental marketing mix decisions for international markets.


Literatur

Hollensen, S. (2017): Global marketing, A decision-oriented approach (7thEd.), Pearson Education (selected chapters)

Prüfungsinformationen

Prüfungsmethode/n

Written exam (60 minutes)

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 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)
Wintersemester 2012/13
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)