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| Detailed information |
| Original study plan |
Bachelor's programme International Business Administration 2025W |
| Learning Outcomes |
Competences |
| Learning Outcomes
LO2: Build target marketing strategies based on segmentation for different markets
LO4: Differentiated analyze the needs for new product development for different stages of PLC (product life cycle)
LO5: Understand the basic marketing strategies for 4 Ps in various industries
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| Skills |
Knowledge |
| Learning Outcomes
LO2: Build target marketing strategies based on segmentation for different markets
LO4: Differentiated analyze the needs for new product development for different stages of PLC (product life cycle)
LO6: Apply the strategic focus on diverse markets in selected world markets
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Clarification of the following basic concepts will be covered during the lectures:
- Markets, customers, needs and customer value driven marketing
- Market segmentation, targeting and positioning
- Market environment and strategic marketing
- Market and marketing research
- Product life cycle
- Marketing mix (Product / Price / Place / Promotion) strategies
- International focus for world markets
Learning Outcomes
LO1: Differentiate between consumer and industrial markets and market needs
LO3: Understand and evaluate market structures, environments, research, and strategic focus of different sectors
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| Criteria for evaluation |
- Exam (multiple choice): 50 pts = 50 % of the total grade
(Covers LO1-LO6)
- Group Assignment (video based presentation of a seminar paper): 50 pts = 50 % of the total grade
(Covers LO4-LO6)
A detailed description of the group assignment is put on KUSSS and given to students printed. The outline is based on the characteristics of the firms chosen for the study in this semester.
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| Methods |
Teaching: Lectures with power point presentations, life examples from companies, questions and answers (LO1–LO6)
Learning: Focus on the chapters to be presented and discussed before coming to class by reading the related chapters in the textbook, Interactive learning through class discussions about the topics; Group work and its video presentation (LO1–LO6)
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| Language |
English |
| Study material |
Kotler, Philip; Armstrong, Gary and Marc Oliver Opresnik (2021), Principles of Marketing, 18th Edition (Global Edition), Pearson Inc. (to be found in the JKU library)
Ghauri, Pervez & Philip Cateora (2021), International Marketing, 5th Ed., McGraw-Hill, Inc. (for further international perspectives in principles of marketing)
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| Changing subject? |
No |
| Earlier variants |
They also cover the requirements of the curriculum (from - to)
514INMAIIMK21: KS Introduction to International Marketing (2021W-2023S)
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