2228 SME- Course 4: Internationalization & Markets I - Marketing & Market Research
Dr. Arne Floh
Contact details
Weekly hours
Language of instruction
09/19/19 to 09/27/19
Registration via LPIS
Notes to the course
Day Date Time Room
Friday 10/04/19 10:00 AM - 11:30 AM TC.3.06
Friday 10/18/19 10:00 AM - 01:00 PM TC.3.08
Friday 11/29/19 10:00 AM - 01:00 PM TC.3.08
Friday 12/06/19 10:00 AM - 01:00 PM D2.0.030
Friday 12/13/19 10:00 AM - 01:00 PM TC.3.08
Friday 01/10/20 10:00 AM - 01:00 PM TC.3.08
Friday 01/17/20 10:00 AM - 01:00 PM D2.0.330
Friday 01/31/20 10:00 AM - 01:00 PM TC.3.08

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 covers the core issues small- and medium sized companies face when entering international markets. Compared with resource-rich large-sized firms, most SME’s lack the capabilities of entering international markets. Hence, the complexities of global operations become considerably more challenging and difficult.

The key areas of culture, economic forces, political and legal issues, infrastructure, and language will be the focus of the course. Key marketing issues, including the marketing mix, the basics of international marketing strategy, and international markets, get specific attention.


Learning outcomes

Upon successful completion of this course, students will be able to

•    understand the core principles of internationalisation,
•    evaluate core concepts of marketing in different markets,
•    capture the environmental forces and challenges of internationalisation and international marketing,
•    understand the segmentation, targeting, and positioning process in international markets
•    decide why, when and how to enter foreign markets, and
•    develop an international marketing mix.

Attendance requirements

Students may miss up to 2 sessions. However, they will not be able to collect contribution points for the respective sessions missed.


Teaching/learning method(s)

A multi-method approach is used to achieve the learning outcomes. Specifically, the following teaching methods will be used in this course:

•    Pre-readings
•    Lectures
•    Guest Speaker(s)
•    Class Participation
•    Individual Assignment
•    Group Assignment
•    Case Studies
•    Final Exam


Grades are distributed as follows:

•    Class Attendance and Participation (Individual & Group) – 20 %
•    Summary Guest Speaker (Individual) – 10 %
•    Final Exam – 70 %

Last edited: 2019-09-16