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| Detailed information |
| Pre-requisites |
973GMCCMARK22 KS Marketing Management (6 ECTS) ODER
KS Introduction to Marketing Management (6 ECTS)
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| Original study plan |
Master's programme Management 2024W |
| Objectives |
- Students will be introduced to a range of international marketing management issues pertinent to understanding how a firm needs to act in a dynamic and digital environment.
- Students will be equipped with a sound understanding of the marketing management process for developing strategies for different international market environments.
- Students will be provided with a rigorous foundation and tools for analysis for international markets.
- Students will be able to identify international market conditions and challenges for marketing mix strategies.
- Students will be able 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 characterized by digitalization. [subject knowledge]
- LO2: Synthesize 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 international 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]
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| 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
- Investigating international market entry strategies, e.g. exporting strategies, joint ventures, foreign direct investment
- Working in the implementation of the strategic marketing process through the marketing mix
- Introduction to international price decisions, e.g. price escalation, grey markets
- Discussing channel decisions, e.g. omnichannel and multichannel management
- Working on international product decisions, e.g. product innovation
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| Criteria for evaluation |
Assessment methods
- Participation in class through attendance and active contributions (weighted 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 (weighted 60%)
- Individual paper reflecting the state of the art in CSR research in the global context (weighted 25%)
- Grading scale from 1 (very good), 2 (good), satisfactory (3), sufficient (4) to fail (5)
- All parts of the assessment have to be positive in order to pass the course
- Feedback session for individual feedback from the lecturer available the end of the seminar
- 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.
Synchronization of learning outcomes and assessments
- LO1: Presentation by the lecturer and group work
- LO2: Group work and participation assessment
- LO3: Group report and feedback on presentation
- LO4: Individual report and assessment
- LO5: Group report and feedback on presentation and in-class discussion
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| 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.
- 4 hrs x 8 seminars
- 40 hrs assessment preparation / revision
- 120 hrs independent study
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| Language |
English |
| 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.
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| Changing subject? |
No |
| Further information |
For quality assurance and improvement purposes, please participate in all JKU course evaluations and surveys!
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| Earlier variants |
They also cover the requirements of the curriculum (from - to)
973MGDWIMMS23: SE International Marketing Management (2023W-2024S)
973MGDWGMMS19: SE Global Marketing Management (2019W-2023S)
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