International Marketing

Wirtschafts- und Sozialwissenschaften

Version 8.0 vom 12.10.2017

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

Wissensverbreiterung
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.
Wissensvertiefung
Students who successfully complete this module
- have a detailed, extensive knowledge of the central areas of international marketing.
Können - instrumentale Kompetenz
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.
Können - kommunikative Kompetenz
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.
Können - systemische Kompetenz
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

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

1-hour examination + assignments/2-hour examination

1 Semester

Nur Wintersemester

Englisch