101-154-IO International Marketing Project
Study program: | Business Administration (B.Sc.) |
Academic level and semester: | Bachelor, 6th/7th semester |
ECTS credits/workload per semester: | 6 / 150 |
Contact hours per week/contact hours per semester: | 4 / 45 |
Type/Teaching method: | Lecture |
| Language of instruction: | English |
Frequency: | Winter semester |
Lecturer: | Prof. Dr. Iris Ramme |
Content: | The field of international marketing is linked to many different disciplines like international trade or cross-cultural management. This module will provide a comprehensive, lively, contemporary and practical introduction to international marketing. It will cover the diversity of global values, popular culture, lifestyles and industries and their role and relationship in formulating marketing and communication strategies in detail. The lecture will cover the following topics: Motives for Internationalization, Cultural Differences, Segmentation in International Marketing, Market Entry Strategies, Product Policy, Pricing, Distribution and Communication in International Marketing, International Marketing Plan. The global orientation will be accomplished by collaboration with an international partner |
Textbooks: | Svend Hollensen: Global Marketing; Pearson; 8th edition 2020• Marieke de Mooji: Global Marketing and Advertising; 6th edition 2021• Bodo Schlegelmilch: Global Marketing Strategy; 2nd edition 2022. |
| Recommended for: | Undergraduates |
| Prerequisites: | Background in Business/Economics, Academic/Business Writing and introductory classes in Marketing and Management |
Restrictions: | Graduates with special permission |
Assessment: | Coursework project (presentation, paper) |