| Detailed information |
| Pre-requisites |
(*)KS Marketing Management ODER IK Angewandte Marketingforschung UND SE Integration Marketing Theorie und Praxis
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| 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.
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| 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
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| Criteria for evaluation |
Seminar papers, presentations, participation
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| Methods |
Teaching and learning methods will be a mixture of traditional lecturing, interactive work in class and case studies.
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| Language |
English and French |
| Study material |
Hollensen, Svend (2017). Global Marketing, 7th ed. Harlow: Pearson.
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| Changing subject? |
No |
| Corresponding lecture |
(*)973SMCPTIMS10: Advanced Topics in International Marketing (2 ECTS) UND 973SMCPAIMS16: Applied International Marketing (4 ECTS)
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