| 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]