Global Marketing Management

Wirtschafts- und Sozialwissenschaften

Version 7.0 vom 19.10.2017

22B0701

Global Marketing Management

International Management (B.A.)

2

1. Marketing planning process
2. Market research
3. Product performance (product and price)
4. Profile performance (communication)
5. Presence performance (distribution)
6. Marketing mix in a variety of situations
   
   All areas will address the peculiarities existing within the international context.

Wissensverbreiterung
Students acquire a foundational understanding of the instruments in the areas of products, pricing, communication and distribution.
Wissensvertiefung
They 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.
Können - instrumentale Kompetenz
They are able to make decisions in individual instrumental areas or in connected areas on the advantages of individual measures.
Können - kommunikative Kompetenz
They are able to differentiate complex connections and cultural features in presentations and small groups and present them in a target-orientated way.
Können - systemische Kompetenz
They are able to work in marketing departments of a variety of companies, in different sectors and numerous cultural areas due to their knowledge of operative marketing.

Lectures, case studies, guest lectures, self-study

Basic knowledge of marketing

Wolf, Alexander Karsten

• Griese, Kai Michael
• Roll, Oliver

5

Kotler, Philip/Keller, Kevin: Marketing Management (13th Edition), 2008

Burns, Alvin/Bush, Ronald F.: Basic Marketing Research Using Microsoft Excel Data Analysis (2nd Edition), 2007

Keegan, Warren J./Green, Mark C.: Global Marketing (5th Edition) (Paperback), 2007

• Klausur 1-stündig und Assignment
• Klausur 2-stündig

1-hour written examination + assignments/2-hour written examination

1 Semester

Wintersemester und Sommersemester

Englisch