204-009-IO Cases International Marketing
Study program: | International Management (MBA) |
Academic level and semester: | Master, 1nd semester |
ECTS credits/workload per semester: | 3 / 75 |
Contact hours per week/contact hours per semester: | 2 / 25 |
Type/Teaching method: | Lecture |
| Language of instruction: | English |
Frequency: | Every semester |
Lecturer: | Prof. Dr. Erskin Blunck |
Content: | This course covers the concepts and cases to international marketing. The students explore the specifics of international marketing in the context of the international marketing environment. The challenges of international market research and segmentation will be studied to prepare for international marketing planning. The course has a special focus on market selection and prioritization methods as well as on foreign market entry modes. The challenges of globalization and its impact on the international marketing mix will be studied between the demand for standardization and adaptation. The students will prepare in teams solutions for a comprehensive case study and present their findings in class room. |
Textbooks: | Global Marketing, Keegan, W.J., Green, M.C., Latest Edition- Global Marketing Management, Kotabe, M., Helsen, K., Latest Edition- International Marketing Strategy 2003-2004, Carter, Steve, 2003, CIM Course Book,Butterworth-Heinemann- International Marketing; Cateora, P., Graham, J. International Marketing; Backhaus, K., Büschken, J., Voeth M.- case study, semester specific |
| Recommended for: | Undergraduates, graduates |
| Prerequisites: | Introductory class in Marketing or as corequisite |
Restrictions: | Number of Undergraduates is limited to 6 |
Assessment: | Written exam, presentation |