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International Marketing Instruments (focus module)

Module name (EN): International Marketing Instruments (focus module)
Degree programme: International Business, Bachelor, ASPO 01.10.2017
Module code: BIBW-442
SAP-Submodule-No.: P420-0198
Hours per semester week / Teaching method: 4V (4 hours per week)
ECTS credits: 5
Semester: 4
Mandatory course: no
Language of instruction:
Written exam (90 minutes / can be repeated semesterly)

[updated 14.03.2018]
Applicability / Curricular relevance:
BIBW-442 (P420-0198) International Business, Bachelor, ASPO 01.10.2013, semester 4, optional course
BIBW-442 (P420-0198) International Business, Bachelor, ASPO 01.10.2017, semester 4, optional course
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
BIBW-240 Marketing and Market Research

[updated 21.02.2018]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Frank Hälsig
Prof. Dr. Frank Hälsig

[updated 21.02.2018]
Learning outcomes:
After successfully completing this module students will:
- know and be able to explain the principle, theoretical approaches and determinants of international marketing
- know the decision fields of international marketing and be able to apply them to companies from different industries.
- be able systematically analyze, critically evaluate and apply different options of market engagement and forms of activity in foreign markets.
- be familiar with the essential features of international marketing and be able to develop appropriate options for companies taking into account the company´s respective international marketing strategy.
- be able to analyze, critically evaluate and apply the basic options for standardization and differentiation of the international marketing mix.  
- understand the relevance of the coordination perspective and be able to reflect upon the extent of feedback effects between country markets.  
- be familiar with the theoretical principles and perspectives of international marketing

[updated 04.02.2020]
Module content:
- Determinants of international marketing
- Basic decision-making variables in international marketing: market selection, market entry, timing and
  standardized or adapted marketing activities.
- Decision-making options in the field of marketing instruments against the
  background of international market segmentation
- Decisions regarding the product or program range in
  international market cultivation (especially the degree of standardization against the
  background of the differentiation from culture-free vs. culture-bound products)
- Design and coordination of communication tools in the
  context of intercultural characteristics
- Special features of international sales and distribution policy:
  transnational distribution systems, global account management,
  interculturally varying incentive effects, consideration of different international
  distribution channels and structures
- Challenges of international price and condition management:
  pricing information and decisions, as well as pricing and price maintenance,
  the consideration of different discount and condition structures,
  international price differentiation, the problem of corruption

[updated 04.02.2020]
Teaching methods/Media:
Lecture with exercises and case studies.

[updated 14.03.2018]
Recommended or required reading:
_ Berndt, R., Fantapie Altobelli, C., Sander, M. (aktuellste Auflage), Internationales Marketing-Management, Heidelberg
_ De Mooji, M. (aktuellste Aufl.), Global Marketing and Advertising: Understanding Cultural Paradoxes, Thousand Oaks,
_ Guenzi, P., Geiger, S. (ed.), Sales Management: A Multinational Perspective, Basingtoke UK, u.a., (latest edition)
_ Hollensen, S. (latest edition), Global Marketing: A Decision-Oriented Approach, Harlow, England
_ Kotabe, M., Helson, K. (latest edition), Global Marketing Management, international student edition, Hoboken, N.J.
_ Morschett, D., Schramm-Klein, H., Zentes, J. (latest edition): Strategic International Management: Text and
  Cases, Wiesbaden
_ Morschett, D., Schramm-Klein, H., Zentes, J. (latest edition): Strategic Retail: Text and Cases, Wiesbaden
_ Müller, S., Gelbrich, K. (latest edition), Interkulturelles Marketing, München
_ Nalge, T. T., Hogan, J.E. (latest edition), The Strategy and Tactics of Pricing, Upper Saddle River, N.J.
_ Zentes, J., Swoboda, B., Schramm-Klein, H. (latest edition), Internationales Marketing, München

[updated 14.03.2018]
[Wed Jul  6 06:56:24 CEST 2022, CKEY=iimd, BKEY=ibw3, CID=BIBW-442, LANGUAGE=en, DATE=06.07.2022]