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,
Students are allowed to miss no more than 2 sessions.
A multi-method approach is used to achieve the learning outcomes. Specifically, the following teaching methods will be used in this course:
- Class Participation
- Group Discussions
- Group Assignments
- Individual Assignments
- Business Simulation
Grades are distributed as follows:
- Class Attendance and Participation (Individual) – 20 %
- Individual Assignment – 30 %
- Group Assignment - 50 %
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