| Inhalt |
The International Marketing course will enable managers and scholars to meet the international challenges they face every day in different parts of the world, and it provides the solid foundation required to understand the complexities of marketing on a global scale.
Course content:
- Nature of International Marketing
- Trade Theories and Economic Development.
- Trade Distortions and Marketing Barriers.
- Culture
- Consumer Behavior in the International Context: Psychological and Social Dimensions
- Marketing Research and Information System
- Foreign Market Entry Strategies
- Product Strategies
- Distribution Strategies
- Promotion Strategies
- Pricing Strategies
This semester, International Marketing runs as a live project with an industry partner. You will work in teams on real data to assess opportunities and deliver actionable recommendations for the company’s international market development. Clear milestones and client feedback will shape your work and final deliverables.
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| Literatur |
1. Course script
2. Additional Readings:
- Kleinaltenkamp, M., Plinke, W., Wilkinson, I., & Geiger, I. (Eds.). (2015). Fundamentals of Business-to-Business Marketing: Mastering Business Markets. Springer.
- Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial marketing management, 53, 172-180.
- Biemans, W. G., Breni, M. M., & Malshe, A. (2010). Marketing–sales interface configurations in B2B firms. Industrial Marketing Management, 39(2), 183-194.
- Cortez, R. M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical and prospective analysis. Industrial Marketing Management, 66, 90-102.
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