[ 514INMAIMCU21 ] IK International Marketing Cases

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
Pre-requisites KS Principles of Marketing: An International Perspective
Original study plan Bachelor's programme International Business Administration 2023W
Objectives The students have knowledge of the strategic marketing management process and the marketing mix and application in business practice. They have extensive capabilities in formulating, implementing and adapting marketing strategies in an international environment. They are able to structure and analyze international marketing challenges. They can apply basic concepts of international marketing to specific market situations. The students know how to work in teams for problem solving.
Subject Clarification of the following basic terms will be covered:

  • Multinational firm environment
  • International market assessment and entry
  • Strategic marketing process
  • Standardization/adaptation of the marketing mix
Criteria for evaluation Group assignment: presentation and report; individual assignments: reflection paper, participation in class.
Methods Case analysis, presentations, discussion, peer evaluation.
Language English
Study material Case studies provided by the lecturer
Changing subject? No
On-site course
Maximum number of participants 40
Assignment procedure Assignment according to priority