[ 973MGDWGMMS19 ] SE Global Marketing Management

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 2022W
Objectives This course aims to:

  • Introduce a range of global marketing management issues pertinent to understanding how a firm needs to act in a dynamic environment.
  • Equip students with a sound understanding of the marketing management process for developing strategies for different international market environments.
  • Provide students with a rigorous foundation and tools for analysis for international markets.
  • Identify international market conditions and challenges for marketing mix strategies.
  • Enable students to integrate theoretical concepts and models from the literature with practical business applications.

Learning outcomes:

On successful completion of this course, the students will be able to:

  • LO1: Appreciate the scope and character of marketing in dynamic international markets. [subject knowledge]
  • LO2: Synthesise knowledge of marketing strategy, marketing operations and tactics and apply concepts to international cases. [cognitive/analytical]
  • LO3: Accurately identify and apply relevant theory within specific international contexts. [cognitive/analytical]
  • LO4: Discuss and evaluate issues of firms’ social responsibility in the context of global marketing management. [cognitive/analytical]
  • LO5: Demonstrate the ability to formulate and present a concise approach which exposes concepts and solutions logically and coherently. [transferable skills]
Subject Indicative content includes:

  • Exploring the strategic marketing management process in a global context, e.g. influential factors of the environment
  • Understanding global markets and customers, e.g. international customer segmentation
  • International market entry strategies, e.g. exporting strategies, joint ventures, foreign direct investment
  • Implementation of the strategic marketing process through the marketing mix
  • International price decisions, e.g. price escalation, grey markets
  • International channel decisions, e.g. omnichannel and multichannel management
  • International communication decisions, e.g. communication channels
Criteria for evaluation
  • Participation in class through attendance and active contributions (15%)
  • Presentation and report of a group project on one international marketing management topic including theoretical perspective and company analysis based on up-to-date literature (60%)
  • Individual paper reflecting the state of the art in CSR research in the global context (25%)
  • All parts of the assessment have to be positive in order to pass the course
  • Peer evaluation at the end of the course
  • All students have to be able to demonstrate and make clearly identifiable their individual contributions to group work.
  • Free riding behaviour is not accepted, leading to downgrading or exclusion from the course
  • Plagiarism is not accepted. Regular plagiarism checks are performed.
Methods The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives. In addition to self-directed learning, the teaching and learning methods include formal lecture and tutorial, use of case studies and seminar exercises.
Study material Hollensen, Svend (2017). Global Marketing, 7th ed. Harlow: Pearson Education.

Cavusgil, S. Tamer, Knight, Gary, and Riesenberger, John (2017): International Business – The New Realities. 4th ed., Harlow: Pearson Education.

Ghauri, Pervez N., and Cateora, P. (2014), International Marketing, 4th ed. Maidenhead: McGraw Hill Education.

Kotler, Philip, Keller, Kevin Lane, Chernev, Alexander (2022): Marketing Management. Global/16th Edition. Person: Harlow (England).

Varying up-to-date articles from academic marketing and international business journals.

Other materials can be retrieved from Moodle and/or will be announced in class.

Changing subject? No
Further information none
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