International Marketing

Department

Bachelor's program Business & Management

Course unit code

B&M-B-5-IMA-IMA-INS

Number of ECTS credits allocated

6.0

Name of lecturer(s)

Associate Professor Spinelli Riccardo, PhD, FH-Prof. Priv.-Doz. Dr. Stöckl Thomas

Mode of delivery

-

Recommended optional program components

none

Recommended or required reading

The recommended textbook is intended as support for individual study; the examination will be based on class materials only.
Ghauri P. & Cateora P., International Marketing, 5th ed., McGraw Hill

Additional information about examination modalities

Evaluation will be based on a written exam with open and multiple-choice questions and an individual mandatory assignment.
Optional activities and class activities & participation will award bonus points.

Level of course unit

Bachelor

Year of study

Fall 2025

Semester when the course unit is delivered

5

Language of instruction

English

Learning outcomes of the course unit

The course aims to introduce students to international marketing. The main topics of the course are the international business development, international strategic marketing, and international marketing mix management.

Course contents

• Introduction to globalization
• International trade
• Forms of internationalization
• International marketing process: Foreign markets selection, entry modes, segmentation, po-sitioning, branding, product and pricing strategies, promotional and advertising strategies, distribution and sales

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none