B321K International Marketing
| Lecturer: | Prof. Dr. Kristina Klein (Universität Bremen) |
| Course description: | B321K |
| Language: | English |
| Recommended for this semester or higher: | 5 |
| ECTS-Credits: | 6 |
| Course can be taken as part of following programs/modules: | For more information please refer to alma. |
| Prerequisite for: | --- |
| Prerequisites: | --- |
| Limited attendance: | 100 |
| Course Type: | Lecture (3 weekly lecture hours) |
| Date: | Dates: will be announced in September 2024. |
| Registration: | Limited to 100 participants. Registration will open in September 2024. Registration ends on October 22, 2024. If the number of applications exceeds the number of places available (100), a random selection will be made from all the applications received. |
| Downloads: | in ILIAS |
| Method of Assessment: | Written exam (60 Minutes), or oral examination, or assignments or presentation or online assessment Examination Timetable will be available on the website of the examination office. Important Note: Only students who have been admitted by us to this lecture, can be accepted to take part in the exam! |
| Content: | This course covers relevant aspects of international and global marketing. 1. Motives of internationalization 2. Choice of international markets and market entry strategies 3. The role of culture and cultural differences 4. International marketing mix decisions: The product and the brand 5. International marketing mix decisions: Pricing 6. International marketing mix decisions: Distribution 7. International marketing mix decisions: Communication |
| Objectives: | Students… …learn about the major problem areas that marketers have to deal with when developing and implementing international marketing programs. …will acquire insights on whether and why companies internationalize, on how they decide to enter foreign markets and how to design international marketing programs. …use their knowledge to solve specific case examples. …discuss research results and implications for management practice. …deepen their understanding of relevant theories in the context of international marketing and strengthen their ability to critically and independently evaluation derived and to be construed marketing strategies and activities. |
| Literature: | Among others: Hollensen, S. (2011), Global Marketing, Pearson Education. Gielens, K. & Dekimpe, M.G. (2007). The Entry Strategy of Retail Firms into Transition Economies. Journal of Marketing, 71(2), 196-212. Melnyk, V., Klein, K., & Völckner , F. (2012), The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries, Journal of Marketing, 76(6), 21-37. Schwartz (2008). Values: Cultural and Individual, in: F.J.R. van de Vijver (Eds.), A. Chasiotis, & S.M. Breugelmans (2011). Fundamental Questions in Cross-Cultural Psychology (pp. 463-493). Cambridge: Cambridge University Press. Steenkamp, J. M. & de Jong, M. G. (2010). A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products. Journal of Marketing, 74(6), 18-40. Stremersch, S., & Tellis, G. J. (2004). Understanding and Managing International Growth of New Products. International Journal of Research in Marketing, 21(4), 421–438. |