3803262: International Marketing

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Semester:WS 14/15
Lektionen / Semester:60.0 L / 45.0 h
Selbststudium:105.0 h



Bachelorstudiengang Betriebswirtschaftslehre (01.10.2008)


  • Basics, tasks and characteristics of international marketing
  • The international marketing environment: relevance and consequences of cultural differences and diverging economic, political, and legal conditions
  • International market research and country risk assessment
  • Fundamental strategies of foreign market entry and development
  • Planning process of international market entry and market development (international strategy, international market selection and segmentation, alternative entry modes, timing, etc.)
  • Export marketing mix versus global marketing mix (product adaptation, international product development, management of international product life cycles, global products and services, branding, export pricing, price strategies on the world market, global communication, management of international distribution channels, international marketing logistics)


After the course the students will understand the characteristic challenges of international market entry and market development. They will be able to identify and assess opportunities and risks of international operations. For this purpose the students know where to find appropriate sources of information about foreign country markets and cultures and how to use this information in order to select profitable international markets. The students learn to evaluate trade-offs between a firm's adaptation to local needs and a global approach.
With the case study method, course participants learn to combine theory and practice and to apply specialized knowledge and methods to business settings. As the course is in English, language skills will be improved. Moreover, presentation techniques and teamwork are enhanced. Teamwork brings benefit in terms of social competence.



Interactive lecture with discussion, exercises, and case studies

Voraussetzungen (inhaltlich)

The course builds upon the basic marketing lecture and the course in International Management.
Successful completion of the module "Business English Communication" (semester 3) and Business English Certificate II (BEC Vantage).

Voraussetzungen (formal)

Voraussetzung für die Anmeldung zur Modulprüfung ist:

  • der erfolgreiche Abschluss aller Module des 1. Vollzeit-Regelstudienjahres

Bei Studienbeginn 2008 zusätzlich wahlweise:
  • der erfolgreiche Abschluss des Moduls "Communication in English for Business"
  • die Anerkennung BEC II

Bei Studienbeginn ab 2009 zusätzlich:
  • der erfolgreiche Abschluss des Moduls "Communication in English for Business"