Principles of International Marketing
- Faculty
Faculty of Business Management and Social Sciences
- Version
Version 1 of 23.01.2025.
- Module identifier
22B1796
- Module level
Bachelor
- Language of instruction
English
- ECTS credit points and grading
5.0
- Module frequency
winter- and summerterm
- Duration
1 semester
- Special features of the module
This module will be attended abroad.
- Brief description
In this module students will learn the key concepts and theories involved in international marketing. As a result they will develop capabilities to understand the complex environment and resulting challenges faced by international companies and be able to critically assess their responding strategies. Additionally, students will consider the need to adapt marketing mix elements for specific international target markets and will finally be able to evaluate success factors for international brands.
- Teaching and learning outcomes
1. Reasons for Internationalization
2. Pathways of Internationalization
3. Target country selection processes
4. Target country entry modes
5. Cultural aspects and buying behaviour
6. International Segmentation, Targeting and Positioning
7. International Marketing Mix
8. International Branding
- Overall workload
The total workload for the module is 150 hours (see also "ECTS credit points and grading").
- Teaching and learning methods
Lecturer based learning Hours of workload Type of teaching Media implementation Concretization 45 Lecture Presence - Lecturer independent learning Hours of workload Type of teaching Media implementation Concretization 30 Exam preparation - 50 Preparation/follow-up for course work - 25 Work in small groups -
- Graded examination
- Written examination or
- Portfolio exam
- Remark on the assessment methods
The portfolio exam covers 100 points and consists of a written paper and an one-hour written examination. The Written paper (HA) and the written examination are weighted by 50 points each.
- Exam duration and scope
Written examinations: in accordance with the valid study regulations
Written paper: approx. 10-15 pages
The requirements are specified in the respective lectures.
- Recommended prior knowledge
Basic knowledge of marketing
- Knowledge Broadening
Students understand key challenges in international marketing management in detail (e.g. standardization vs. adaptation, managing feedbacks from country markets, managing strategic flexibility etc.)
- Knowledge deepening
They are familiar with current concepts and processes used in practice. They are also able to appreciate all aspects correctly, also in an international context, and make decisions appropriate to the situation, particularly under careful consideration of a given complexity of coordination.
- Knowledge Understanding
Students will be able to analyse complex case studies and apply it to real life situations and will also be able to evaluate internationalization strategies with focus on cultural adaptation, segmentation & positioning, marketing mix and branding.
- Application and Transfer
Students will be able to create a sophisticated concept of an internationalization strategy for different kinds of products and / or services.
- Communication and Cooperation
Students will be developing specific soft skill competencies:
? Consciousness of foreign cultures
? Communication skills (e.g. class discussions, presentations, written communication)
? Team work in international groups
- Academic Self-Conception / Professionalism
Students will be able to critically evaluate their own analysis and resulting strategies and marketing plans in scientific and practical dimensions.
- Literature
Burmann, C., Riley, N, Halazovich, T., Schade, M.: Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling, Springer: current edition
Hollensen, S.: Global Marketing, Pearson: current edition
Keegan, Warren J., Green, Mark C.: Global Marketing, Pearson: current edition
Kitchen, Philip J., Tourky, Marva E.: Integrated Marketing Communications: A Global Brand-Driven Approach, Palgrave Macmillan: current edition
Kotabe, M, Helsen K.: Global Marketing Management, Wiley: current edition
Kotler, P. , Keller, Kevin L., Brady M., Goodman T., Hansen T.: Marketing Management, Pearson: current edition
Mooij, M.: Global Marketing and Advertising: Understanding Cultural Paradoxes, SAGE Publications: current edition
Individual collection of case studies
- Linkage to other modules
The module is related to the other modules of the Marketing specialization.
- Applicability in study programs
- International Management
- International Management, B.A.
- Business Administration and Management
- Business Administration and Management, B.A.
- Person responsible for the module
- Franke, Jürgen
- Teachers
- Franke, Jürgen