Marketing

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: International Economics
International Business Administration
Economics and Business Administration
Prerequisite for:

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Prerequisites: ---
Limited attendance: 150
Course Type: Lecture (3 weekly lecture hours)
Date:

Block course:
November 22, 2019 from 9 a.m. c.t. - 4 p.m. HS 23 Kupferbau
November 23, 2019 from 9 a.m. c.t. - 3.30 pm HS 23 Kupferbau
January 17, 2020 from 9 a.m. c.t. - 5 pm HS 23 Kupferbau
January 18, 2020 from 9 a.m. c.t. - 4 pm HS 23 Kupferbau

Please see below for registration details.
Registration:

Limited to 150 participants. Registration will open on Monday, October 21, 2019 at 9 a.m. on ILIAS - end of registration time: Friday, November 15, 2019 (8 p.m.). If the number of applications exceeds the number of places available, we unfortunately will not be able to accept all of the applicants. In this case, a random selection will be made from all the applications received. (10 places are reserved for exchange students). Link is announced here.
Downloads: in ILIAS
Method of Assessment:

Written Exam (60 minutes)
Regular date:
Additional date:
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. and 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, Fundamental quesitons in cross-cultural psychology (pp. 463-493). Cambridge: Cambridge University Press. 2011
Steenkamp, J. M. and 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.