By taking this module the participants will acquire essential know-how for working in the field of international marketing. This know-how is based on the international marketing mix. The main topics of the course are:
- global marketing environment and internationalization strategies
- preconditions for going international
- goals and the role of international marketing management
- culture-related consumer behaviour
- introduction to the marketing mix
Several external speakers enrich this module by reporting from practical experience and international marketing projects.
further information on business department website
Technische Hochschule Mittelhessen - University of Applied Sciences - Wiesenstraße 14 - 35390 Gießen - 0641 309-0 -