Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers. International or global marketing is extending these processes to “foreign” markets. International marketing has become a major area of expertise for managers since the business world has become more global and companies in Western countries are facing increased competition and pressure in their “home” markets.
This course addresses the opportunities and challenges of international marketing by discussing international marketing theories, analysing existing environmental trends and developing a marketing plan for internationalisation.
Upon successful completion of this course, students will be able to
- understand the core principles of international marketing,
- write an international marketing plan,
- capture the environmental forces and challenges of internationalisation and international marketing,
- decide why, when and how to enter foreign markets, and
- develop an international marketing mix.
- evaluate core concepts of marketing in different markets,
There is an obligation to attend. If urgently needed and by communicating to the lecturer in advance, you may miss 1 class (apart from the first and the last two sessions).
A multi-method approach is used to achieve the learning outcomes. Specifically, the following teaching methods will be used in this course:
- Guest Speaker(s)
- Class Participation
- Individual Assignment
- Group Assignment
- Case Studies
Grades are distributed as follows:
- Class Attendance and Participation (Individual) – 20 %
- Summary Guest Speaker (Individual) – 10 %
- Presentation Marketing Plan (Group) – 30 %
- Final Report Marketing Plan (Group) – 40 %
Only for students of master program "Export and Internationalization Management" as well as for incoming students (master level). Registration for the course on time is obligatory.
A reading list for each session is available online via learn@wu. For students who like some background readings, I suggest the following textbooks:
- Hollensen, Sven (2016): Global Marketing, 7th edition, ISBN-13: 978-1292100111
- Keegan, Warren J. and Mark C. Green (2019): Global Marketing, 9th edition, ISBN-13: 978-0134129945