International Marketing - Detailansicht

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

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.

The lecture focuses on marketing fundamentals. It is intended for beginners and uses simple terminology. Each topic will be covered with practical examples before concluding with assignments. It allows students to participate in marketing-related issues while on the job. The lecture imparts knowledge and soft skills competencies.

Interaction, Team work, Creativity

Portfolio Exam:

• Presentation
• Term Paper
• Classroom activities