The course gives an overview of the marketing activities of companies operating in global markets. It covers seven main themes - one for each lecture week - starting with the definition and relevance of internationalization, market selection and market entry strategies, the role of culture, international marketing research, and global marketing mix activities such as branding, pricing, communication, and distribution.

After completing the course, students will

• have insights into the marketing challenges of global companies and how they deal with such issues
• have acquired a detailed understanding of market selection and market entry strategies, the role of culture, international marketing research
• know how to implement different global marketing mix activities such as branding, pricing, communication, and distribution
• be able to utilize theoretical knowledge for the analysis of cases dealing with marketing mix strategies in a global context
• have developed critical thinking and the ability to solve global marketing problems
• be able to undertake tasks in teams

To enhance the learning experience, active participation in class activities is excepted. Therefore, attendance of at least 70% of classes is required to get a passing grade of the course. In case of illness/injury preventing a student from taking the final exam, a medical certificate is required as evidence.

Students will acquire knowledge through a combination of class lectures, assignments, and case studies.

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