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International Marketing

Module name (EN):
Name of module in study programme. It should be precise and clear.
International Marketing
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
International Business, Bachelor, ASPO 01.10.2008
Module code: BAIBA-520
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0482
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
4
Semester: 5
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam

[updated 10.12.2020]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

BAIBA-520 (P420-0482) International Business, Bachelor, ASPO 01.10.2008 , semester 5, mandatory course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 120 hours (equivalent to 4 ECTS credits).
There are therefore 75 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
BAIBA-240 Statistics and Market Research
BAIBA-320 Business Processes in Business Administration
BAIBA-490 Culture & Civilisation


[updated 14.02.2011]
Recommended as prerequisite for:
BAIBA-650 International Management


[updated 10.11.2011]
Module coordinator:
Prof. Dr. Tatjana König
Lecturer:
Prof. Dr. Tatjana König
Lehrbeauftragte


[updated 14.02.2011]
Learning outcomes:
• After successfully completing this course, students will have advanced their knowledge about international marketing and market entry strategies, as well as the importance of marketing instruments and the need to coordinate them in international market development.
• They will understand the necessity and challenges of international market research studies and their design options.
• They will have an in-depth understanding of culture as well as alternative courses of action for intercultural market development.


[updated 10.12.2020]
Module content:
• Country evaluation and market entry
• Design, analysis and evaluation of international market research studies
• Scales and semantic equivalence in international studies
• Standardization-differentiation paradigm
• Market entry and product launch options as well as special features in certain country markets
• International market segmentation (identification of transnational target groups)
• International pricing, product differentiation and communication and distribution strategies


[updated 10.12.2020]
Teaching methods/Media:
- Interactive lecture
- Group work and case studies, if possible also small field survey


[updated 10.12.2020]
Recommended or required reading:
• Hollensen (2004), Global Marketing, Financial Times, 3rd ed.
• Hoyer, W.D., McInis, D.J. (2006), Consumer Behavior, internat. Edition
• Kotabe M., Helsen H. (2007), Global Marketing Management
• Müller, S., Gelbrich, G. (2004): Interkulturelles Marketing, München
• Schugk, M. (2004), Interkulturelle Kommunikation, Vahlen


[updated 10.12.2020]
 
[Thu May  2 02:25:39 CEST 2024, CKEY=iim, BKEY=ibw, CID=BAIBA-520, LANGUAGE=en, DATE=02.05.2024]