| Detailinformationen |
| Quellcurriculum |
Bachelorstudium International Business Administration 2023W |
| Ziele |
(*)The students have knowledge of key concepts and frameworks in international marketing. They are familiar with strategy formation and decision making with respect to international markets. They develop an understanding of current issues that managers face on international markets. The students challenge ideas and develop critical thinking. They have integrative knowledge of international marketing theory and practical application.
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| Lehrinhalte |
(*)Clarification of the following basic terms will be covered:
- Firm internationalization
- International marketing research and consumer behavior
- Market selection and segmentation
- International marketing strategies
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| Beurteilungskriterien |
(*)Exam, participation in class
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| Lehrmethoden |
(*)Lectures, discussion, group work, presentations.
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| Abhaltungssprache |
Englisch |
| Literatur |
(*)Kotler, P.T./Armstrong, G. (2020): Principles of Marketing. Pearson.
Ghauri, P.N./Cateora, P. (2014): International Marketing. McGrawHill.
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| Lehrinhalte wechselnd? |
Nein |
| Frühere Varianten |
Decken ebenfalls die Anforderungen des Curriculums ab (von - bis)
514INMAIIMK21: KS Introduction to International Marketing (2021W-2023S)
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