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International Buyer Behavior

Module name (EN): International Buyer Behavior
Degree programme: Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-210
Hours per semester week / Teaching method: 4F (4 hours per week)
ECTS credits: 6
Semester: 2
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam (90 minutes / can be repeated semesterly) and term paper with presentation (can be repeated annually)

[updated 20.11.2019]
Applicability / Curricular relevance:
DFMM-MAMS-210 Management Sciences, Master, ASPO 01.10.2018, semester 1, mandatory course
MAMS-210 Marketing Science, Master, ASPO 01.04.2016, 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):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer:
Prof. Dr. Tatjana König


[updated 02.02.2016]
Learning outcomes:
        After successfully completing this module students will:
 
_        be able to evaluate different cultural studies with regard to their theoretical foundation, empirical basis, as well as their implementation relevance for an internationally active company.
_
        be able to present the influencing factors on purchasing behavior in a structured form and transfer them to an international context.
_
        be able to evaluate the approaches to market segmentation (national and international) based on the corresponding evaluation criteria and explain the dilemma of market segmentation.
_
        be able to adapt the design parameters in marketing to an international context.


[updated 20.11.2019]
Module content:
-        Cultural studies and cultural differences, as well as their manifestations in various markets
-        Models and concepts of buyer behavior (significance, possibly measurement and influence on intercultural buying behavior)
-
        Strategies for tapping into new markets, as well as approaches to international market segmentation, significance and treatment of ethnic minorities.
-
        Effects of intercultural purchasing behavior on the design of international product, price, communication and sales policies.
-
        Situation/problem analysis and development of solutions in a concrete international business context
Lecture mit case studies


[updated 20.11.2019]
Recommended or required reading:
-        Backhaus, K., Voeth, M. (latest edition): Internationales Marketing, Stuttgart.  -
Freter, H. (latest edition): Markt- und Kundensegmentierung: Kundenorientierte Markterfassung und -bearbeitung, Stuttgart.
-
        Hofstede, G. (latest edition): Culture_s Consequences, New York.
-        Hofstede, G. (latest edition): Cultures and Organizations _ Software of the Mind, New York.
-        Hoyer, W.D., MacInnis, D.J. (latest edition): Consumer Behavior, Boston, New York.
-        Kroeber-Riel, W., Groeppel-Klein, A. (latest edition): Konsumentenverhalten, München.
-        Kutschker, M., Schmid, S. (latest edition): Internationales Management, München
-        Müller, S., Gelbrich, K. (latest edition): Interkulturelles Marketing, München.
-        Penaloza, L. N. (1989): Immigrant Consumer Acculturation, in: Advances in Consumer Research, 16, 110-118.
-        Solomon, M. et al. (latest edition): Consumer Behavior: A European Perspective, Harlow u.a.
-        Zentes, J., Swoboda, B., Schramm-Klein, H. (latest edition): Internationales Marketing, München.
 


[updated 20.11.2019]
[Sat Dec  4 03:25:04 CET 2021, CKEY=mikxbb, BKEY=msm2, CID=MAMS-210, LANGUAGE=en, DATE=04.12.2021]