Modulname
- module name / International Marketing-Management / Unterrichtssprache
- teaching language / English / Deutsch
Abschnitt
- phase / Semester
- semester / recommended1
Kürzel - short form / ECTS Credits / 5
Pflicht/Wahl-Modul
- obligatory/optional / Häufigkeit
- frequency
Ausbildungsziele
- objectives / After completion of all courses of this module, students should be able to understand specifics and the basic foundations of international marketing-management. The modulewillenable students to understand strategies and plans for different economies and of the implications monitoring and control of the international marketing process.Students will be able to critically evaluate the relevance of different perspectives in understanding 21stCentury international consumers. Explore key managerial challenges faced in responding to consumers within international contexts.Students will be able to provides an understanding of theoretical and practical perspectives of international marketing management strategies, as well as examines how marketing strategies are resourced and how they create value for the business.Students raise their awareness ofthe supply chain management and logistics initiatives in global context and its relation with marketing- management.Based on analysis they should be able to draw conclusions about operational decisions in the circuit of international marketing-management, and also tactical decisions in commodity sections marketing programs, sections in the price and the distribution of marketing programs. Students also create ability (get competence) in understanding of the social science research process, as well as theory and approaches to research. Develops practical skills (i.e. quantitative and qualitative techniques) in data analysis to transform the raw data into information that guides marketing management valuations.
Lehrinhalte - content / Students learn:
1. Theoretical foundations of international marketing-management
2. Marketing models of international companies in marketing-management
3. The process of international marketing-management at different levels of decision-making
4. Basics of international marketing research: concepts and features
5. Principles and methods for the development and adaptation of international marketing programs
6. Operational and tactical decisions in the circuit of international marketing-management
Lernmethoden
- methods / Lectures incl. practitioners’ best practices
Interactive case studies
Seminars
Results-oriented presentations in oral and written form
Group projects
Dozententeam
verantwortlich
- lecturers / Аssoc. Prof., Cand. Sci. (E.) Kseniya Yakushenka
Teilnahmevoraussetzungen / Funktion im Studienablauf
- admission / module history
Arbeitslast
- workload h/w
Lehreinheitsformen
–mode of teaching
und
Prüfungen
- examination / Lerneinheiten
- units / V / S / P / PVL / Prüfungs- leistungen/
Wichtung/
Dauer / Credits
in SWS
1 / 3 / Assignment
Empf. Literatur
- literature / Masaaki Kotabe, Kristiaan HelsenGlobal Marketing Management. – Wiley, 2014. – 720 p.
Subnash C. JainInternational Marketing Management5th Edition. – USA, 2014. – 520 p.
Phillip KotlerInternational Marketing Management. − Prentice Hall, 20158. – 832 p.Verwendung
- application