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International Marketing

Module name (EN):
Name of module in study programme. It should be precise and clear.
International Marketing
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
International Management, Master, ASPO 01.10.2012
Module code: MAIM-211
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
Semester: 2
Mandatory course: yes
Language of instruction:
Required academic prerequisites (ASPO):
Written examination or term paper with presentation

[still undocumented]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

MAIM-211 (P420-0291) International Management, Master, ASPO 01.10.2012 , semester 2, mandatory course
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
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):
MAIM-111 International Strategic Management
MAIM-151 Quantitative Methods

[updated 06.01.2016]
Recommended as prerequisite for:
MAIM-311 Seminar International Management
MAIM-321 Internationaler Management Workshop

[updated 07.01.2016]
Module coordinator:
Prof. Dr. Frank Hälsig
Prof. Dr. Frank Hälsig

[updated 06.01.2016]
Learning outcomes:
After successfully completing the course the students should be able to:
•        Handle and discuss the scientific, as well as practice-oriented specialist literature on current international marketing topics
•        Develop guidelines from selected marketing theories for practical use in a company
•        Analyze marketing challenges in international organizations and present solutions to these in a structured manner under consideration of  a data base
•        Appreciate and evaluate the discussions and presentations of the other participants

[updated 06.01.2016]
Module content:
Intensify knowledge about current marketing topics from, for example, the following areas:
•Intercultural buyer behavior
•Global marketing strategies (for example: international brand management, international
 marketing alliances)
•Approaches and methods of international market segmentation
•Country-/culture-specific differences in the fields of  customer satisfaction management,
 customer retention management and complaint management
•Potentials of marketing tools under consideration of cultural and economic differences

[updated 06.01.2016]
Teaching methods/Media:
Lecture and group work with presentation of the results by the students, when appropriate case studies

[updated 06.01.2016]
Recommended or required reading:
Homburg, Ch., Fürst, A. (2005), How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach, in: Journal of Marketing, 69, 95-114
Johnson, M.D., Gustafsson, A. (2006), Improving Customer Satisfaction, Loyalty, and Profit, Michigan
Penaloza, L. N. (1989): Immigrant Consumer Acculturation, in: Advances in Consumer Research, 16, 110-118.
Salomon, M., Bamossy, G., Askegaard, S., Hogg, M.K. (latest ed.), Consumer Behavior: A European Perspective, Harlow u.a.
Stauss, B., Seidel, W. (2005), Complaint Management – The Heart of CRM, Ohio
One of the tasks within the framework of the course will be to research and work with further topic-specific literature.

[updated 06.01.2016]
[Wed Apr 17 20:14:28 CEST 2024, CKEY=iime, BKEY=imm2, CID=MAIM-211, LANGUAGE=en, DATE=17.04.2024]