International Marketing

Studiengang

International Program

Kennzahl der Lehrveranstaltung

IFLV6512

Anzahl der zugewiesenen ECTS-Credits

3.0

Name des/der Vortragenden

Mueller Rene Dentiste, Ph.D.

Art der Veranstaltung

face-to-face

empfohlene optionale Programmeinheiten

Derzeit nur in Englisch verfügbar
none

empfohlene Fachliteratur

Derzeit nur in Englisch verfügbar
Mueller: Levitt, T (1983) The Globalization of Markets by T Levitt. Harvard
Business Review (1983) May-June
Ghemawat, P ((2001) Distance Still Matters, Harvard Business Review, Sept.
QUICK READINGS
- The Global Hallal market
- Local vs Global Brands
- Bottom of the Pyramid
- Should You Care about Country of Origin Impact?
- How Ikea Tweaked its products
- Why Oakley's "Asian fit" sunglasses aren't racist, just science
- For Brands Moving to Asia, Ensure Sizing Isn't Lost in translation
- Mercedes Sprinter VanCateora and Graham (any edition) International Marketing , McGraw Hill: New York

Niveau der Lehrveranstaltung laut Lehrplan

Bachelor

Studienjahr

Spring 2025

Semester in dem die Lehrveranstaltung angeboten wird

1

Unterrichtssprache

English

Lernergebnisse der Lehrveranstaltung

Derzeit nur in Englisch verfügbar
The objectives of the course are to have students: 1) have a raised
consciousness of the importance of viewing international marketing
management strategies from a global perspective; 2) learn fundamental
principles and theories of international marketing; and 3) develop professional
skills needed for identifying and analysing important cultural and
environmental uniqueness of any nation or global region.

Lehrinhalte

Derzeit nur in Englisch verfügbar
Scope and Challenge of International Marketing- globalization and population
trends, rational of internationalization, and emerging markets New trends such
as green marketing, corporate social responsibility and social media.
The International Marketing Environment different context (political and
economic environments, cultures, norms, laws). Multinational trade
agreements and strategies related to products, pricing, logistics, and integrated
marketing communications and explored.

The coures will examine international marketing and marketing decisionmaking
by focusing on country differences and how managers develop
strategies for coping. Empahsis is placed on marketing teachniques and
methods of expanding participation in foreign marekets.
Daily quizzes will be given on assigned readings

Global vs International Strategies
Consumer attitudes towards foreign products
International Marketing Environment (economic, political, legal, cultural, demographic, infrastructure differences)
Intellectual Property Rights
Product adaptations and international standards
brands and logos
Pricing for international markets
distribution trends and gray markets
Cross-cultural marketing communications

Lehr- und Lernformen

Derzeit nur in Englisch verfügbar
Planned learning activities and teaching methods - Lecture, Case Studies, Project-Based Learning

Praktikum

none

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