International Marketing

Faculty of Business Management and Social Sciences

Version 8.0 of 10/12/2017

22M0602

International Marketing

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

5

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

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.

Lectures, case studies, guest lectures, self-study

Basic knowledge in marketing

Roll, Oliver

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

5

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

Heilmann, Thomas: Praxishandbuch Internationales Marketing, 2006

Diverse Harvard Case Studies

• Two-Hour Written Examination
• Oral Presentation / Seminar Paper

1-hour examination + assignments/2-hour examination

1 Term

Only Winter Term

English