International Marketing

Lehrinhalte

the global marketing environment: -segmentation, targeting, positioning globally international trade institutions, cultural/economic/political/legal environments - global marketing management strategic planning market expansion - beginning international marketing activities: export, licensing, franchising competitive strategies product adaptation pricing strategies brand strategies, services marketing - international marketing transactions international communications global promotion strategies channels and the internet.

Art der Vermittlung

Präsenzveranstaltung

Art der Veranstaltung

Pflichtfach

Empfohlene Fachliteratur

Kotler/Armstrong: Principles of Marketing.

Lern- und Lehrmethode

Lecture held in English; case study presentations

Prüfungsmethode

Students are assessed on the quality of their assignments, their presentations, their participation and the results of the written quizzes.

Voraussetzungen laut Lehrplan

No former marketing knowledge is necessary.

Schnellinfos

Studiengang

International Programme

Akademischer Grad

International Programme

ECTS Credits

5.00

Unterrichtssprache

Englisch

Studienplan

Vollzeit

Studienjahr, in dem die Lerneinheit angeboten wird

2023

Semester in dem die Lehrveranstaltung angeboten wird

1 WS

Incoming

Lernergebnisse der Lehrveranstaltung

After the course the students will be able to apply the specific instruments of global marketing.

Kennzahl der Lehrveranstaltung

0000-17-04-VZ-DE-8a