[ 514INMAPMPK23 ] KS Principles of Marketing: An International Perspective

Workload Education level Study areas Responsible person Hours per week Coordinating university
3 ECTS B1 - Bachelor's programme 1. year Business Administration Katharina Hofer 2 hpw Johannes Kepler University Linz
Detailed information
Original study plan Bachelor's programme International Business Administration 2023W
Objectives The students have knowledge of key concepts and frameworks in international marketing. They are familiar with strategy formation and decision making with respect to international markets. They develop an understanding of current issues that managers face on international markets. The students challenge ideas and develop critical thinking. They have integrative knowledge of international marketing theory and practical application.
Subject Clarification of the following basic terms will be covered:

  • Firm internationalization
  • International marketing research and consumer behavior
  • Market selection and segmentation
  • International marketing strategies
Criteria for evaluation Exam, participation in class
Methods Lectures, discussion, group work, presentations.
Language English
Study material Kotler, P.T./Armstrong, G. (2020): Principles of Marketing. Pearson. Ghauri, P.N./Cateora, P. (2014): International Marketing. McGrawHill.
Changing subject? No
Earlier variants They also cover the requirements of the curriculum (from - to)
514INMAIIMK21: KS Introduction to International Marketing (2021W-2023S)
On-site course
Maximum number of participants 100
Assignment procedure Assignment according to priority