Principles of International Marketing

22B1796

Bachelor

Englisch

5.0

Winter- und Sommersemester

1 Semester

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.

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

Der Arbeitsaufwand für das Modul umfasst insgesamt 150 Stunden (siehe auch "ECTS-Leistungspunkte und Benotung").

• Klausur oder
• Portfolio-Prüfungsleistung

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.

Written examinations: in accordance with the valid study regulations

Written paper: approx. 10-15 pages

The requirements are specified in the respective lectures.

Basic knowledge of marketing

Students understand key challenges in international marketing management in detail (e.g. standardization vs. adaptation, managing feedbacks from country markets, managing strategic flexibility etc.)

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.

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.

Students will be able to create a sophisticated concept of an internationalization strategy for different kinds of products and / or services.

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

Students will be able to critically evaluate their own analysis and resulting strategies and marketing plans in scientific and practical dimensions.

• Franke, Jürgen

• Franke, Jürgen