This course will cover the following topics:

• The reality of a global market place
• Markets in different stages of development: from economically developed to emerging and bottom-of-the-pyramid markets
• Assessing the international environment across markets (e.g., PEST)
• Market assessment and selection
• Market entry alternatives
• Global Market Segmentation - Targeting - Positioning
• The Global Marketing Mix
• Balancing standardization vs. adaptation of the global marketing mix
• Contemporary topics in global marketing

The course "Foundations in International Marketing Management" is closely linked to the course "Applications in IMM". While the "Foundations" course will provide the students with a fundamental understanding of key challenges and concepts in global marketing, these concepts will be applied in the "Applications" course using a computer-based international marketing simulation.

Students will learn how to ...

• evaluate core concepts in international marketing and their applicability to managerial challenges across industries and countries
• assess the value of emerging concepts for the overall international marketing framework
• learn to apply key concepts in international marketing to specific company/market situations
• identify research methods to solve specific challenges in international marketing through relevant secondary data sources
• structure and restate complex international marketing challenges
• gather and filter information efficiently and effectively on a specific research topic
• learn to organize teamwork efficiently and effectively
• develop critical thinking
• defend developed arguments
• not only learn how to communicate information, but also develop creative ideas to get the message across

20% class participation

40% final report

40% quiz

Please note that the IMM Welcome Event will be held on the 2th October from 5 pm - 7.30 pm in the LC.2.400 Clubraum