Internationales Marketing
Titel auf Englisch: International Marketing
Lernergebnisse
Students are familiar with the problems relevant to international marketing, and can explain the special features of strategic decisions and marketing instruments in relation to international challenges. They are able to apply their knowledge to various industries and country markets. Students can evaluate foreign markets using market data and scoring models, and critically assess internationalisation decisions from a business perspective.
Inhalte
- Introduction (basics, importance, special features),
- Environmental analysis and information procurement (organisations and cooperation, risk aspects in foreign trade, PESTLE, 5 forces),
- Strategic decisions (reasons and motives, selection of foreign markets, forms of international activities, timing of market entry strategies),
- Product and brand portfolios (extensions, adaptations, brand transfer),
- Innovation and product planning (hype cycle, dynamics of the environment, life cycles)
- Financing and hedging (short, medium and long-term export financing),
- Marketing management (4P: product policy, pricing policy, distribution policy, communication policy)
Voraussetzungen
Verpflichtende Voraussetzungen
No successful participation in the German-language module 11959
Empfohlene Voraussetzungen
Keine
Prüfungsmodalitäten
- Written exam 45 min (40%)
- Poster preparation, 10 min (25%)
- Poster presentation, 5 min discussion (15%)
- Critical essay, approx. 5-6 pages (20 %)
Angeboten in
- Alle StudiengängeAlle Abschlüsse
Wahlpflichtkomplex: Fachübergreifendes Studium
| Studiengang | Abschluss | Wahlpflichtkomplex |
|---|---|---|
| Alle Studiengänge | Alle Abschlüsse | Fachübergreifendes Studium |
Literatur und Materialien
- Backhaus, K; Voeth, M.: Internationales Marketing, 6. Aufl., Stuttgart (Kohlhammer) 2010
- Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
- Berinato, S. (2016). Good charts: The HBR guide to making smarter, more persuasive data visualizations. Harvard Business Review Press.
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