| Detailed information |
| Pre-requisites |
KS Principles of Marketing: An International Perspective
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| 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.
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| Methods |
Case analysis, presentations, discussion, peer evaluation.
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| Language |
English |
| Study material |
Case studies provided by the lecturer
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| Changing subject? |
No |
