Principles of International Marketing
- Fakult?t
Fakult?t Wirtschafts- und Sozialwissenschaften (WiSo)
- Version
Version 1 vom 23.01.2025.
- Modulkennung
22B1796
- Niveaustufe
Bachelor
- Unterrichtssprache
Englisch
- ECTS-Leistungspunkte und Benotung
5.0
- H?ufigkeit des Angebots des Moduls
Winter- und Sommersemester
- Dauer des Moduls
1 Semester
- Kurzbeschreibung
In this module students will learn the key concepts and theories involved in international marketing. As a result they will develop capabilities to understand the complex environment and resulting challenges faced by international companies and be able to critically assess their responding strategies. Additionally, students will consider the need to adapt marketing mix elements for specific international target markets and will finally be able to evaluate success factors for international brands.
- Lehr-Lerninhalte
1. Reasons for Internationalization
2. Pathways of Internationalization
3. Target country selection processes
4. Target country entry modes
5. Cultural aspects and buying behaviour
6. International Segmentation, Targeting and Positioning
7. International Marketing Mix
8. International Branding
- Gesamtarbeitsaufwand
Der Arbeitsaufwand für das Modul umfasst insgesamt 150 Stunden (siehe auch "ECTS-Leistungspunkte und Benotung").
- Lehr- und Lernformen
Dozentengebundenes Lernen Std. Workload Lehrtyp Mediale Umsetzung Konkretisierung 45 Vorlesung Pr?senz - Dozentenungebundenes Lernen Std. Workload Lehrtyp Mediale Umsetzung Konkretisierung 30 Prüfungsvorbereitung - 50 Veranstaltungsvor- und -nachbereitung - 25 Arbeit in Kleingruppen -
- Benotete Prüfungsleistung
- Klausur oder
- Portfolio-Prüfungsleistung
- Bemerkung zur Prüfungsart
The portfolio exam covers 100 points and consists of a written paper and an one-hour written examination. The Written paper (HA) and the written examination are weighted by 50 points each.
- Prüfungsdauer und Prüfungsumfang
Written examinations: in accordance with the valid study regulations
Written paper: approx. 10-15 pages
The requirements are specified in the respective lectures.
- Empfohlene Vorkenntnisse
Basic knowledge of marketing
- Wissensverbreiterung
Students understand key challenges in international marketing management in detail (e.g. standardization vs. adaptation, managing feedbacks from country markets, managing strategic flexibility etc.)
- Wissensvertiefung
Students are familiar with current concepts and processes used in practice. They are also able to appreciate all aspects correctly, also in an international context, and make decisions appropriate to the situation, particularly under careful consideration of a given complexity of coordination.
- Wissensverst?ndnis
Students will be able to analyse complex case studies and apply it to real life situations and will also be able to evaluate internationalization strategies with focus on cultural adaptation, segmentation & positioning, marketing mix and branding.
- Nutzung und Transfer
Students will be able to create a sophisticated concept of an internationalization strategy for different kinds of products and / or services.
- Kommunikation und Kooperation
Students will be developing specific soft skill competencies:
? Consciousness of foreign cultures
? Communication skills (e.g. class discussions, presentations, written communication)
? Team work in international groups
- Wissenschaftliches Selbstverst?ndnis / Professionalit?t
Students will be able to critically evaluate their own analysis and resulting strategies and marketing plans in scientific and practical dimensions.
- Literatur
Burmann, C., Riley, N, Halazovich, T., Schade, M.: Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling, Springer: current edition
Hollensen, S.: Global Marketing, Pearson: current edition
Keegan, Warren J., Green, Mark C.: Global Marketing, Pearson: current edition
Kitchen, Philip J., Tourky, Marva E.: Integrated Marketing Communications: A Global Brand-Driven Approach, Palgrave Macmillan: current edition
Kotabe, M, Helsen K.: Global Marketing Management, Wiley: current edition
Kotler, P. , Keller, Kevin L., Brady M., Goodman T., Hansen T.: Marketing Management, Pearson: current edition
Mooij, M.: Global Marketing and Advertising: Understanding Cultural Paradoxes, SAGE Publications: current edition
Individual collection of case studies
- Zusammenhang mit anderen Modulen
The module is related to the other modules of the Marketing specialization.
- Verwendbarkeit nach Studieng?ngen
- International Management
- International Management, B.A. (01.09.2024)
- Betriebswirtschaft und Management - WiSo
- Betriebswirtschaft und Management, B.A. (01.09.2024) WiSo
- Modulpromotor*in
- Franke, Jürgen
- Lehrende
- Franke, Jürgen