2077 Data-driven Decision Making in International Marketing
Dr. Arne Floh
Contact details
Weekly hours
Language of instruction
09/20/22 to 09/26/22
Registration via LPIS
Notes to the course
Subject(s) Master Programs
Day Date Time Room
Monday 10/03/22 05:00 PM - 06:30 PM D1.1.074
Thursday 10/06/22 08:00 AM - 11:00 AM TC.5.12
Thursday 10/27/22 08:00 AM - 11:00 AM TC.5.12
Thursday 11/03/22 08:00 AM - 11:00 AM D1.1.074
Thursday 11/10/22 08:00 AM - 11:00 AM D1.1.074
Thursday 11/17/22 08:00 AM - 11:00 AM D2.0.342 Teacher Training Raum
Thursday 12/01/22 08:00 AM - 11:00 AM D1.1.074
Thursday 12/15/22 08:00 AM - 11:00 AM D4.0.127

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 companies face when entering international markets and how data-driven decision-making can help to resolve these issues.

Typical questions which will be answered in this module include (but are not limited to):

  • How do I set the price in foreign markets? How can I measure the willingness to pay?
  • How can I measure brand value or brand equity in foreign markets?
  • How do I optimise product development in foreign markets?
Learning outcomes

By completing this module students should be able to

  • understand the benefits and caveats of data-driven decision making in international marketing,
  • apply their knowledge in order to make data-driven decisions in international marketing, and
  • critically reflect their decisions.


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
•    Online Quizzes


Grades are distributed as follows:

  • Class Attendance and Participation (10%)
  • Group Assignment (50 %)
  • Online Quizzes (40 %)
1 Author: Lilien, G. L., Rangaswamy, A., & De Bruyn, A.

Principles of marketing engineering

Publisher: Decision Pro
Year: 2013
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
Last edited: 2022-05-04