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International Marketing

Module name (EN): International Marketing
Degree programme: International Management, Master, ASPO 01.10.2016
Module code: MAIM-212
Hours per semester week / Teaching method: 4S (4 hours per week)
ECTS credits: 6
Semester: 2
Mandatory course: yes
Language of instruction:
English
Assessment:
Term paper with presentation (can be repeated annually)
Curricular relevance:
MAIM-212 International Management, Master, ASPO 01.10.2016, semester 2, mandatory course
MAIM-212 International Management, Master, ASPO 01.10.2020, semester 2, mandatory course
Workload:
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-112 International Strategic Management


[updated 31.08.2016]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Frank Hälsig
Lecturer:
Prof. Dr. Frank Hälsig
Prof. Dr. Tatjana König


[updated 31.08.2016]
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 05.03.2020]
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 05.03.2020]
Teaching methods/Media:
Lecture and group work with presentation of the results by the students

[updated 29.01.2020]
Recommended or required reading:
Bradley, Frank: International Marketing Strategy, current edition, (Prentice Hall) New York.
Cateora, Philip R. ; Gilly, Mary C. ; Graham, John L.: International marketing, current edition, (McGraw-Hill Irwin) Boston.  
Hollensen, Sven: Global Marketing: A Decision-Oriented Approach, current edition, (Prentice Hall FIT) New York.
Keegan, Warren J.; Green, Mark: Global Marketing, current edition, (Pearson) Upper Saddle River.
Kotabe, Masaaki; Helsen, Kristiaan: Global Marketing Management, current edition, (Wiley) Hoboken.
Morschett, Dirk; Schramm-Klein, Hanna; Zentes, Joachim: Strategic International Management: Text and Cases, current edition, (Gabler) Wiesbaden
Zentes, Joachim; Morschett, Dirk; Schramm-Klein, Hanna: Strategic Retail Management: Text and International Cases, current edition, (Gabler) Wiesbaden
Zentes, Joachim; Swoboda, Bernhard; Schramm-Klein, Hanna: International Marketing, current edition, (Vahlen).


[updated 29.01.2020]
[Sat May 30 12:53:45 CEST 2020, CKEY=iimf, BKEY=imm3, CID=MAIM-212, LANGUAGE=en, DATE=30.05.2020]