International Marketing

the global marketing environment: -segmentation, targeting, positioning globally international trade institutions, cultural/economic/political/legal environments - global marketing management strategic planning market expansion - beginning international marketing activities: export, licensing, franchising competitive strategies product adaptation pricing strategies brand strategies, services marketing - international marketing transactions international communications global promotion strategies channels and the internet.

Mode of delivery

face to face

Type

compulsory

Recommended or required reading and other learning resources/tools

Kotler/Armstrong: Principles of Marketing.

Planned learning activities and teaching methods

Lecture held in English; case study presentations

Assessment methods and criteria

Students are assessed on the quality of their assignments, their presentations, their participation and the results of the written quizzes.

Prerequisites and co-requisites

No former marketing knowledge is necessary.

Infos

Degree programme

International Programme

Cycle

International Programme

ECTS Credits

5.00

Language of instruction

English

Curriculum

Full-Time

Academic year

2021

Semester

1 SS

Incoming

Yes

Learning outcome

After the course the students will be able to apply the specific instruments of global marketing.

Course code

0000-17-04-VZ-DE-8a