htw saar
Back to Main Page

Choose Module Version:


International Buyer Behavior

Module name (EN): International Buyer Behavior
Degree programme: Management Sciences, Master, ASPO 01.10.2018
Module code: DFMM-MAMS-210
Hours per semester week / Teaching method: 4F (4 hours per week)
ECTS credits: 6
Semester: 1
Mandatory course: yes
Language of instruction:
Written exam (90 minutes / can be repeated semesterly) and term paper with presentation (can be repeated annually)

[updated 20.11.2019]
Applicability / Curricular relevance:
DFMM-MAMS-210 Management Sciences, Master, ASPO 01.10.2018, semester 1, mandatory course
MAMS-210 (P420-0011, P420-0012, P620-0128) Marketing Science, Master, ASPO 01.04.2016, semester 2, mandatory course
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer: Prof. Dr. Tatjana König

[updated 17.08.2020]
Learning outcomes:
        After successfully completing this module students will:
_        be able to evaluate different cultural studies with regard to their theoretical foundation, empirical basis, as well as their implementation relevance for an internationally active company.
        be able to present the influencing factors on purchasing behavior in a structured form and transfer them to an international context.
        be able to evaluate the approaches to market segmentation (national and international) based on the corresponding evaluation criteria and explain the dilemma of market segmentation.
        be able to adapt the design parameters in marketing to an international context.

[updated 20.11.2019]
Module content:
-        Cultural studies and cultural differences, as well as their manifestations in various markets
-        Models and concepts of buyer behavior (significance, possibly measurement and influence on intercultural buying behavior)
        Strategies for tapping into new markets, as well as approaches to international market segmentation, significance and treatment of ethnic minorities.
        Effects of intercultural purchasing behavior on the design of international product, price, communication and sales policies.
        Situation/problem analysis and development of solutions in a concrete international business context
Lecture mit case studies

[updated 20.11.2019]
Recommended or required reading:
-        Backhaus, K., Voeth, M. (latest edition): Internationales Marketing, Stuttgart.  -
Freter, H. (latest edition): Markt- und Kundensegmentierung: Kundenorientierte Markterfassung und -bearbeitung, Stuttgart.
        Hofstede, G. (latest edition): Culture_s Consequences, New York.
-        Hofstede, G. (latest edition): Cultures and Organizations _ Software of the Mind, New York.
-        Hoyer, W.D., MacInnis, D.J. (latest edition): Consumer Behavior, Boston, New York.
-        Kroeber-Riel, W., Groeppel-Klein, A. (latest edition): Konsumentenverhalten, München.
-        Kutschker, M., Schmid, S. (latest edition): Internationales Management, München
-        Müller, S., Gelbrich, K. (latest edition): Interkulturelles Marketing, München.
-        Penaloza, L. N. (1989): Immigrant Consumer Acculturation, in: Advances in Consumer Research, 16, 110-118.
-        Solomon, M. et al. (latest edition): Consumer Behavior: A European Perspective, Harlow u.a.
-        Zentes, J., Swoboda, B., Schramm-Klein, H. (latest edition): Internationales Marketing, München.

[updated 20.11.2019]
[Thu Aug 18 16:30:06 CEST 2022, CKEY=mikxbb, BKEY=dms3, CID=DFMM-MAMS-210, LANGUAGE=en, DATE=18.08.2022]