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International Marketing (DLMMARE)

Module Title: International Marketing

Module No.:

DLMMARE

Semester / Term:

--

Duration:

1 Semester

Module Type(s):

Pflicht

Regularly offered in:

WS, SS

Workload: 150 h

Credit Points: 5

Admission Requirements:

None

Language of Instruction:

Englisch

Contributing Courses to Module:

Workload:

150 h

Course Coordinator(s) / Tutor(s):

Please see the current list of tutors on the Learning Management System.

Module Director:

Prof. Dr. Maren Weber

References to Other Programs:

• Master General Management (GM-120)
• Master of Business Administration in Clinical Trial Management (CTM-90)
• Master Marketing Management (MMM-60/120)
• Master Personal Management (MPM-60/120)

References to Other Modules in the Program:

• Global Brand Management
• International Consumer Behavior
• Applied Marketing Research
• Sales and Pricing

Qualification and Educational Objectives of the Module:

On successful completion of this module, students will be able to:

  • transfer well-known marketing management concepts to an international context, recognize limitations of their transferability, and continually develop these concepts.
  • perform a structural analysis of the context surrounding specific internationalizing decisions, recognize the various contexts in these scenarios, and formulate alternative decisions.
  • assess different strategic and political marketing alternatives in specific scenarios using relevant criteria and develop a decision template for developing marketing plans.
  • combine actual issues from industry with the most recent scientific insights into successful marketing approaches in order to develop the skills and knowledge required to manage international marketing in a corporate setting.

Course Content of the Module:

  • Introduction to international marketing
  • The international context of corporations
  • International marketing strategies
  • Features of the marketing-mix specific to the international context
  • Trends in international marketing

Teaching Methods:

See the contributing course outline(s)

Literature:

See the contributing course outline(s)

Percentage of the Module Grade Relative to the Final Grade for the Program:

--

Prerequisites to Qualify for Assessment:

Assessment:

See course outline(s)

Exam, 90 min (100%)