International Marketing

22M0602

Master

English

5.0

only winterterm

1 semester

International business is still a corner stone in the global world. Almost all large businesses are working on an international or even global scale.

For any student wanting to pursue a succesful career in marketing it is therefore still mandatory to understand the pecularities of markting products international or global. This class lays the foundation with a focus on the differences that are caused by cultural habits. Based on a thourogh understanding of cultures this class the discusses how these differences influence marketing and how marketeers can react to it to optimally position and sell products and services.

1. Internationalization as a challenge for marketing

2. Cultural issues and buying behavior

3. International market research

4. International segmentation and positioning

5. Market Entry Strategies

6. International marketing mix 
6a. International product management 
6b. International price management 
6c. International sales management 
6d. International communication management

7. Coordination decisions in International Marketing

8. Marketing in Emerging Markets

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

• Written examination or
• Oral presentation, with written elaboration or
• Portfolio exam

The portfolio exam covers 100 points and consists of one written paper (HA) and a one-hour written examination (K1). The written paper and the examination are weighted by 50 points each. 

Written examination: in accordance with the valid study regulations

Report: presentation of approx. 20-30 minutes with written report of approx. 5-10 pages

Written paper as part of the PFP: approx. 10 pages

The requirements are specified in the relevant class.

Basic knowledge in marketing

Students who successfully complete this module know the culturally determined differences in various countries and the increased complexities which arise for product range decisions (4P's) in an international context.

Students who successfully complete this module have a detailed, extensive knowledge of the central areas of international marketing.

Students who successfully complete this module are able to recognise logical connections, select suitable analysis procedures, and also work out practice-oriented solutions in very diverse, international contexts.

Students who successfully complete this module are able to interpret the various models of analysis for international cultures and make them useful for management decisions.

Students who successfully complete this module are aware of the important journals in the area of international marketing and know how to use them for theoretical and practical decision making.

Students who successfully complete this module are also able to work out causes and effects for complex issues in the field of international marketing and present them in an action-orientated way.

Students who successfully complete this module can differentiate between evidenced based management decision making and pure opinions.

This module gives the international perspective to different marketing topics. By that, it perfectly complements Product & innovation management, Brand management and Sales and cooperation management by showing the international perspective mainly caused by cultural differences.

• International Business and Management, M.A. (01.09.2024)

• Roll, Oliver

• Roll, Oliver