Inhalt

[ 973MGDWGMMS19 ] SE Global Marketing Management

Versionsauswahl
(*) Unfortunately this information is not available in english.
Workload Education level Study areas Responsible person Hours per week Coordinating university
6 ECTS M2 - Master's programme 2. year Business Administration Katharina Hofer 3 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)KS Marketing Management ODER IK Angewandte Marketingforschung UND SE Integration Marketing Theorie und Praxis
Original study plan Master's programme Management 2019W
Objectives The main objectives of this seminar are that students explore the strategic global marketing management process and its implementation through the marketing mix in the dynamic environment of international business. Students should become familiar with basic concepts of international marketing and analyse the state of the art in current literature. Furthermore, the aim is to enhance the skills of students to in developing successful strategies for international markets.
Subject The students

  • become familiar with analysing different global business environments
  • are introduced to basic concepts aligned with the global marketing management process
  • understand international market conditions for designing the marketing mix
  • get to know different tools needed in the global marketing management process
  • gain knowledge and understanding of state-of-the-art literature
  • get to know different types of literature and their purposes
  • improve critical thinking and challenge conventional wisdom
  • discuss current topics in academia and business practice and build links between theoretical knowledge and practical application
  • study topics interactively using different methods such as group work, individual work, presentations, seminar papers and presentations
Criteria for evaluation Seminar papers, presentations, participation
Methods Teaching and learning methods will be a mixture of traditional lecturing, interactive work in class and case studies.
Language English and French
Study material Hollensen, Svend (2017). Global Marketing, 7th ed. Harlow: Pearson.
Changing subject? No
Corresponding lecture (*)973SMCPTIMS10: Advanced Topics in International Marketing (2 ECTS) UND 973SMCPAIMS16: Applied International Marketing (4 ECTS)
On-site course
Maximum number of participants 25
Assignment procedure Assignment according to priority