• Prof. Dr. Juliane Staubach

• Prof. Dr. Juliane Staubach
• Prof. Dr. Stefanie Wannow

Einflüsse der Globalisierung auf die Konsumenten und das Marketing; international Marketingstrategien und –instrumente

• Global marketing environment & preconditions for going international, goals and the role of international marketing management
• Internationalization strategies and their implementation (franchising, joint venture etc.)
• Timing strategies of market entry
• Standardization vs differentiation of marketing mix
• Marketing mix challenges due to internationalization (pricing & grey markets; culture specific communication, distribution system etc)
• Global branding

Students shall understand the complex challenges and fundamental concepts of international marketing. They shall learn to analyze the environmental situation, gain a comprehensive overview regarding international marketing strategies and options regarding market form and entry and shall be able to design an international marketing mix with special regards to the question of standardization vs. adaptation.

• 6 CrP
• Arbeitsaufwand 180 Std.
• Präsenzzeit 60 Std.
• Selbststudium 120 Std.

• 4 SWS
• Seminaristischer Unterricht

• International Marketing (M.Sc. 2021) - 1. Semester

Nein

Bonuspunkte werden gemäß § 9 (4) der Allgemeinen Bestimmungen vergeben. Art und Weise der Zusatzleistungen wird den Studierenden zu Veranstaltungsbeginn rechtzeitig und in geeigneter Art und Weise mitgeteilt.

• TL1 exam subject (70%)
• TL2 case presentation (30%)

Kotler, P., Keller, K.L.: Marketing Management, 15th edition, Prentice Hall 2015
Hollensen, S.: Global Marketing, 7th edition, Prentice Hall 2016
Berndt, R., Fantapié Altobelli, C., Sander, M.: Internationales Marketing-Management, 5. Aufl., Berlin 2016
Keegan, W.J., Green, M.C.: Global Marketing, 9th edition, Prentice Hall 2016