604.100 (19W) International Marketing

Wintersemester 2019/20

Registration deadline has expired.

First course session
28.10.2019 08:30 - 13:00 S.0.05 On Campus
... no further dates known

Overview

Lecturer
Course title german International Marketing
Type Lecture
Hours per Week 1.0
ECTS credits 3.0
Registrations 64
Organisational unit
Language of instruction English
Course begins on 28.10.2019
eLearning Go to Moodle course

Time and place

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Course Information

Intended learning outcomes

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.

Teaching methodology including the use of eLearning tools

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

Course content

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.


Literature

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

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.

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Master's degree programme International Management (SKZ: 908, Version: 19W.1)
    • Subject: International Marketing (Compulsory subject)
      • 3.1 International Marketing ( 0.0h VO / 3.0 ECTS)
        • 604.100 International Marketing (1.0h VO / 3.0 ECTS)
  • Master's degree programme International Management (SKZ: 908, Version: 16W.1)
    • Subject: International Marketing (Compulsory subject)
      • International Marketing ( 0.0h VO / 3.0 ECTS)
        • 604.100 International Marketing (1.0h VO / 3.0 ECTS)
  • Master's degree programme International Management (SKZ: 908, Version: 16W.1)
    • Subject: International Marketing (Compulsory subject)
      • International Marketing ( 0.0h VO / 3.0 ECTS)
        • 604.100 International Marketing (1.0h VO / 3.0 ECTS)
  • 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 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 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)
Wintersemester 2012/13
  • 604.100 VO International Marketing (1.0h / 3.0ECTS)