| 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.
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| 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
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| 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)
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