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| Detailinformationen |
| Anmeldevoraussetzungen |
(*)973GMCCMARK22 KS Marketing Management (6 ECTS) ODER
KS Introduction to Marketing Management (6 ECTS)
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| Quellcurriculum |
Masterstudium Management 2025W |
| Lernergebnisse |
Kompetenzen |
(*)- 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.
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| Fertigkeiten |
Kenntnisse |
| (*)Learning outcomes
On successful completion of this course, the students will be able to:
- 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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(*)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
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]
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| Beurteilungskriterien |
(*)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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| Lehrmethoden |
(*)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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| Abhaltungssprache |
Englisch |
| Literatur |
(*)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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| Lehrinhalte wechselnd? |
Nein |
| Sonstige Informationen |
(*)For quality assurance and improvement purposes, please participate in all JKU course evaluations and surveys!
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| Frühere Varianten |
Decken ebenfalls die Anforderungen des Curriculums ab (von - bis)
973MGDWIMMS23: SE International Marketing Management (2023W-2024S)
973MGDWGMMS19: SE Global Marketing Management (2019W-2023S)
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