Global Marketing Management
- Fakultät
Wirtschafts- und Sozialwissenschaften
- Version
Version 7.0 vom 19.10.2017
- Modulkennung
22B0701
- Modulname (englisch)
Global Marketing Management
- Studiengänge mit diesem Modul
International Management (B.A.)
- Niveaustufe
2
- Lehrinhalte
- Marketing planning process
- Market research
- Product performance (product and price)
- Profile performance (communication)
- Presence performance (distribution)
- Marketing mix in a variety of situations
All areas will address the peculiarities existing within the international context.
- Lernergebnisse / Kompetenzziele
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.
- Lehr-/Lernmethoden
Lectures, case studies, guest lectures, self-study
- Empfohlene Vorkenntnisse
Basic knowledge of marketing
- Modulpromotor
Wolf, Alexander Karsten
- Lehrende
- Griese, Kai Michael
- Roll, Oliver
- Leistungspunkte
5
- Lehr-/Lernkonzept
Workload Dozentengebunden Std. Workload Lehrtyp 45 Vorlesungen Workload Dozentenungebunden Std. Workload Lehrtyp 20 Prüfungsvorbereitung 40 Referate 45 Veranstaltungsvor-/-nachbereitung
- Literatur
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
- Prüfungsleistung
- Klausur 1-stündig und Assignment
- Klausur 2-stündig
- Bemerkung zur Prüfungsform
1-hour written examination + assignments/2-hour written examination
- Dauer
1 Semester
- Angebotsfrequenz
Wintersemester und Sommersemester
- Lehrsprache
Englisch