International Marketing


Faculty of Business Management and Social Sciences


Version 8.0 of 10/12/2017

Code of Module


Modulename (german)

International Marketing

Study Programmes

International Business and Management (Master) (M.A.)

Level of Module


  1. Internationalization as a challenge for marketing
  2. Terminology and task fields of International Marketing
  3. International market research
  4. International marketing mix
    4a. International product management
    4b. International price management
    4c. International sales management
    4d. International communication management
  5. Coordination decisions in International Marketing
Learning Outcomes

Knowledge Broadening
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.
Knowledge Deepening
Students who successfully complete this module
- have a detailed, extensive knowledge of the central areas of international marketing.
Instrumental Skills and Competences
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.
Communicative Skills and Competences
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.
Systemic Skills and Competences
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.

Mode of Delivery

Lectures, case studies, guest lectures, self-study

Expected Knowledge and/or Competences

Basic knowledge in marketing

Responsible of the Module

Roll, Oliver

  • Eggers, Sabine
  • Wesselmann, Stefanie
  • Griese, Kai Michael
  • Roll, Oliver


Concept of Study and Teaching
Workload Dozentengebunden
Std. WorkloadLehrtyp
13betreute Kleingruppen
Workload Dozentenungebunden
Std. WorkloadLehrtyp
Recommended Reading

Kotabe, Mike/Helsen, Kristiaan: Global Marketing Management, 5th Edition, 2011

Heilmann, Thomas: Praxishandbuch Internationales Marketing, 2006

Diverse Harvard Case Studies

Graded Exam
  • Two-Hour Written Examination
  • Oral Presentation / Seminar Paper
Assessment Methods Remark

1-hour examination + assignments/2-hour examination


1 Term

Module Frequency

Only Winter Term

Language of Instruction