Inhalt

Abstract:

In this course, participants will acquire in-depth expertise in the field of International Marketing, a crucial field for companies seeking to expand in the global marketplace. The course emphasizes the understanding, explanation, critical reflection and application of key theories, concepts, models and terminology in International Marketing, for instance based on current empirical studies from the field. Participants will understand and learn to navigate the core challenges and opportunities of the field. This includes navigating the balance between global standardization and local differentiation as well as the strategies and practices of international market research, international market entry, and the international marketing mix across different industries (B2B, B2C) and countries (e.g., China, Germany, India, Japan, Russia, USA). This course uses a blend of theoretical knowledge and practical application. For this purpose, the course includes case studies from multinational companies located or headquartered in Bavaria and the Nürnberg Metropolitan Area as well as case studies with country experts from different countries. Moreover, the practical application in this course is supported by different kinds of exercises, which participants perform independently as well as interactively with fellow participants. By the end of the course, students will be equipped to independently analyze, structure, and solve complex International Marketing problems, delivering concise and actionable solutions across industries and countries.

Gliederung:

I. Foundations
1. Challenges and Opportunities of International Marketing

II. Methods
2. International Market Research

III. Strategies
3. International Market Entry Strategies
4. Standardization vs. Differentiation of International Marketing

IV. Policies: International Marketing Mix
5. International Product Policy
6. International Price Policy
7. International Placement Policy
8. International Promotion Policy

Detaillierter Inhalt:

Upon successful completion of this course, students will ...

• understand the core challenges and opportunities of International Marketing. Students will be able to understand the questions that marketers in an international context regularly face and will be able to develop concrete and concise solutions to these questions.
• comprehend that International Marketing has to find a balance between the need for standardization and the need for differentiation. Students will understand the advantages and disadvantages that come with standardization and with differentiation. Students will be able to make informed decisions that consider the need for both global consistency and local adaptation.
• be able to reflect on and apply their understanding of different International Marketing concepts to real-world, practical cases and questions.
• understand the strategic decisions and parameters underlying international market research. Students will be able to critically assess international market research. Moreover, students will be able to develop and conduct international market research projects.
• be familiar with the strategic decisions and parameters underlying market entry in an international context. Students will be able to critically assess these strategic decisions and will be able to develop concrete and concise recommendations for the “where?”, “how?” and “when?” of international market entry strategies.
• acquire an understanding of the strategic decisions and parameters underlying the marketing mix in an international context. Students will be able to critically assess these strategic decisions and develop recommendations for the product, price, placement and promotion policies in international contexts.
• be familiar with the challenges and opportunities of International Marketing across business-to-business and business-to-consumer industries as well as across different countries. Students will be able to derive recommendations for International Marketing questions across industries and countries.
• be able to structure and analyze theoretical and practical problems in International Marketing. Students will be able to develop concrete and concise solutions and recommendations to these problems.
  
  

Lern-/Qualifikationsziele:

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Lehrveranstaltungstyp:

Virtuelle Vorlesung

Interaktionsformen mit Betreuer/in:

Übungsaufgaben, Chat, Übungsaufgaben für Selbstlernbetrieb, Video-/Webkonferenz, E-Mail

Interaktionsformen mit Mitlernenden:

Video-/Webkonferenz, Forum, E-Mail

Kursdemo:

zur Kursdemo

Nutzung

Kurs ist konzipiert für:

Friedrich-Alexander-Universität Erlangen-Nürnberg (FAU):

Master in International Business Studies
Master Marketing

Universität Regensburg:

Master Betriebswirtschaft

Hochschule Ansbach:

Bachelor Interkulturelles Management

Technische Hochschule Georg Simon Ohm Nürnberg:

Bachelor International Business

Formale Voraussetzungen:

Course enrolment via the Virtuelle Hochschule Bayern (vhb)

Erforderliche Vorkenntnisse:

No specific prior knowledge is required to successfully complete the course. Since the course and the associated examination (report in the form of an essay) are offered entirely in English, participants should have good to very good English language skills.

Hinweise zur Nutzung:

There is an examination for 5 ECTS (report in the form of an essay, 6 pages) and one for 6 ECTS (report in the form of an essay, 8 pages).

Kursumsetzung (verwendete Medien):

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Erforderliche Technik:

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Nutzungsentgelte:

für andere Personen als (reguläre) Studenten der vhb Trägerhochschulen nach Maßgabe der Benutzungs- und Entgeltordnung der vhb

Rechte hinsichtlich des Kursmaterials:

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Verantwortlich

Anbieterhochschule:

Uni Erlangen-Nürnberg (FAU)

Anbieter:

Prof. Dr. Dirk Holtbrügge

Autoren:

Dirk Holtbrügge

Betreuer:

Theresa Bernhard

Prüfung