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| Detailed information |
| Original study plan |
Master's programme General Management 2016W |
| Objectives |
Students work intensively on selected international marketing topics, supported through didactical methods such as group work, discussions and presentations. They know and understand relevant state-of-the-art literature; based on this they are able to acquire specific knowledge in current international marketing issues. Students learn through projects based on case studies or in cooperation with business partners to deal independently with selected and up-to-date issues in international marketing. They know and understand the basic environmental conditions under which marketing decisions are taken in business practice. They are able to develop problem solutions that are methodologically and conceptually sound.
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| Subject |
The module covers conceptual basics regarding international marketing, emerging markets, challenges of the international marketing environment, market research for international marketing decisions, selection of target markets, market entry strategies for foreign target markets, specific issues such as standardization vs. adaptation, decisions related to product strategy, pricing strategy, distribution strategy, communication strategy and branding in an international context. Work on specific topics through discussions, group work, presentations, case studies or projects with business partners.
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| Further information |
none
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