B321K International Marketing / Online


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:


Prerequisites: ---
Limited attendance: 100
Course Type: Lecture (3 weekly lecture hours)

Online Block Course:

November 6, 2020: Kick-Off from 10am - 11.30am s.t.

November 20, 2020: Part 1 & 2 from 10am - 1pm s.t.

December 4, 2020: Part 3 from 10am - 1pm s.t.
December 18, 2020: Practical lecture from 10am - 12 noon s.t.

January 8, 2021: Part 4 &5 from 10am - 1pm s.t.

January 22, 2021: Part 6&7 from 10am - 1pm s.t.

February 5, 2021: Final presentations from 10am - 2pm s.t.

Please see below for registration details.

Limited to 100 participants. Registration will open on Monday, October 19, 2020 on ILIAS - end of registration time: Sunday, November 1, 2020 (23:55pm). 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. Registration link is announced here. (10 places are reserved for our incoming students who have not yet received their ILIAS-Login. Please write an email to marketingspam, this is on a first come, first served basis).

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.Please be aware that the registration for the examination (FINAL PRESENTATIONS) of B321K International Marketing on Friday 5th February 2021 must be made via the examination office/Alma. The registration deadline is Friday 29th January 2021 (including).

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


…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.


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.