 |
| Detailed information |
| Pre-requisites |
KS Principles of Marketing: An International Perspective
|
| Original study plan |
Bachelor's programme International Business Administration 2025W |
| Learning Outcomes |
Competences |
| Students are familiar with the strategic marketing management process and the marketing mix.
|
|
| Skills |
Knowledge |
| Learning Outcomes
Learning Outcome 2 (LO2): Develop capabilities in formulating, implementing and adapting marketing strategies in an international environment.
Learning Outcome 3 (LO3): Be able to structure and analyze international marketing challenges.
Learning Outcome 4 (LO4): Apply basic concepts of international marketing to specific market situations.
Learning Outcome 5 (LO5): Work in teams for problem solving.
|
Topics
- Multinational firm environment
- International market assessment and entry
- Strategic marketing process
- Standardization/adaptation of the marketing mix
Learning Outcomes
Learning Outcome 1 (LO1): Recall the basic concepts of international marketing (see topics).
|
|
| Criteria for evaluation |
Group assignments: case submissions and presentations in class: 70%
Individual assignment: case analysis and report (5 pages): 30%
All parts have to be positive to succeed in the course. All submissions are final.
Plagiarism will not be tolerated. The use of generative AI is not allowed.
Attendance in the first session and a total attendance of 75% is required.
Synchronization of learning outcomes and assessments:
LO1: Case analyses, presentations
LO2: Case analyses, discussion
LO3: Case analyses
LO4: Case analyses, presentations
LO5: Case analyses, presentations, peer evaluation.
|
| Methods |
Case analyses, presentations, discussion, peer evaluation.
Feedback is given to the groups and to the individuals.
|
| Language |
English |
| Study material |
Green, Mark C. and Keegan, Warren, J. (2019): Global Marketing, Global Edition, 10th ed., Pearson (available as eBook at JKU library)
Harvard Business Case (2018): Zotter Chocolate: Creating a Market in China, by Prashantham, Shameen and Zhao, Liman (case to be downloaded by the students)
|
| Changing subject? |
No |
| Earlier variants |
They also cover the requirements of the curriculum (from - to)
514INMAIMCU21: IK International Marketing Cases (2021W-2025S)
|
|
