International Marketing (DLMMARE01)
Kursangebot : WS, SS
Course Duration : 1 Semester
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Beschreibung des Kurses:
The most important task of international marketing is recognizing which international markets and business-related dependencies should be targeted for the marketing of products and services.
The course begins with defining key terms and concepts associated with the field of marketing management and then extrapolates these to the international context.
The first section of the course equips students with an understanding of how to perform a structured analysis of international markets, using elements of the “PEST Analysis” (political, legal, economical, socio-cultural, and technological frameworks). Strategical aspects of marketing as well as instruments used to analyze the marketing mix are discussed as they relate to the international context.
Inadequate consideration of marketing orientation as well as underestimating the impact of cultural differences both present serious threats to the success of any corporation. This course shall therefore analyze and discuss contemporary case studies involving multinational corporations to elucidate these potential threats.
Industry-based case studies also offer students the opportunity to put into practice the knowledge and tools acquired in this course to address some of the specific challenges of international marketing.
Course Objectives and Outcome:
The primary goal of this course is to enable students to make marketing decisions in an international context that are well-formulated and methodical, take into account important socio-cultural factors, and utilize specific marketing measures.
Specifically, students should be able to do the following after finishing the course:
The learning materials include printed and online course books, vodcasts, online knowledge tests, podcasts, online tutorials, and case studies. This range of learning materials is offered to students so they can study at a time, place, and pace that best suits their circumstances and individual learning style.
1 Introduction to International Marketing
1.1 Issues Related to International Marketing
1.2 Environmental Factors in International Market Development
1.3 Features of Buying Behavior in International Marketing
2 International Marketing Strategies
2.1 Marketing Segmentation and Market Selection
2.2 Market Entry Strategy
2.3 Market Exit Strategy
3 International Marketing Research
3.1 Qualitative and Quantitative Primary Research
3.2 International Survey and Observations
4 International Marketing for Specific Sectors
4.1 Industrial Goods Sector
4.2 Consumer Goods Sector
4.3 Wholesale and Retail Sector
4.4 Service Sector
5 International Products
5.1 Product Policy
5.2 Product Mix and Degree of Standardization
5.3 Brand Policy
6 International Pricing and Terms and Sales Policies
6.1 Pricing on International Markets
6.2 Types of Price Discrimination
6.3 Credit and Discount Policy
7 International Promotion
7.1 International Promotion
7.2 International Promotion Mix
7.3 Optimal Standardization
8 International Distribution
8.1 Distribution Channels, Intermediaries, and Distribution Schemes
8.2 Organizational Forms for International Market Development
8.3 Potential for Standardization
9 International Marketing Mix
9.1 Home Country Orientation
9.2 Global Orientation
9.3 Multinational Orientation
• Bradley, F. (2005). International marketing strategy (5th ed.). Upper Saddle River, NJ: Prentice Hall.
• Chandrasekaran, D., & Tellis, G. J. (2008). Global takeoff of new products: Culture, wealth, or vanishing differences? Marketing Science, 27(5), 844–860.
• Depending on the course: Completion of online knowledge tests (approx. 15 minutes per unit, pass / not pass)
Exam, 90 min.
Student workload (in hours): 150