Intendierte Lernergebnisse
This course aims to develop the competencies, required for formulating, implementing and controlling marketing strategies in the international business environment.By the end of the course, students will be able to:Identify and discuss the idea of global business and markets and analyze the international value chain.Describe different modes and incentives for internationalization of a firm.Perform an analysis of the international marketing environment.Identify international target markets and evaluate different market entry modes.Discuss the marketing mix (product, price, distribution, communication) decisions for international target markets.
Lehrmethodik
Lecture, Small case studies (including video cases), discussion, short group activity
Inhalt/e
Introduction to international/global marketing. Global companies and markets. Motives and barriers to internationalization. Theories of internationalization.Evaluation of international target markets and market entry modes.Marketing mix. Fundamental marketing mix decisions for international markets.
Literatur
Hollensen, S. (2017): Global marketing, A decision-oriented approach (7thEd.), Pearson Education (selected chapters)