|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|
|Mandatory course: yes|
|Language of instruction:
Term paper with presentation (can be repeated annually)
|Applicability / Curricular relevance:
DFMM-MAIM-212 Management Sciences, Master, ASPO 01.10.2018, semester 1, mandatory course
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
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
|Recommended as prerequisite for:
Prof. Dr. Frank Hälsig
Prof. Dr. Frank Hälsig
Prof. Dr. Tatjana König
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.
Intensify knowledge about current marketing topics from, for example, the following areas:
•Intercultural buyer behavior
•Global marketing strategies (for example: international brand management, international
•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.
Lecture and group work with presentation of the results by the students
|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).
[Wed Oct 20 17:39:59 CEST 2021, CKEY=iimf, BKEY=imm3, CID=MAIM-212, LANGUAGE=en, DATE=20.10.2021]