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.
  
  

Schwierigkeitsgrad:

Einsteiger, Erfahrene

Lehr-/Lernform:

Virtuelle Vorlesung

Interaktionsformen mit dem System/Betreuer:

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

Interaktionsformen mit Mitlernenden:

Video-/Webkonferenz, Forum, E-Mail

Kursdemo:

zur Kursdemo

Schlagworte:

International Marketing, Marketing

Nutzung

Zielgruppe:

Wirtschaftswissenschaften für Uni-Studierende, Wirtschaftswissenschaften für FH-Studierende

Nutzbar im Studiengang:

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

Geeignet für Berufsfeld:

Knowledge in International Marketing opens doors to careers in global markets and global companies. Potential roles could be, but are not limited to, customer-focused roles in marketing departments of multinational companies or marketing consultants working in consultancies.

Formale Zugangsvoraussetzungen:

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.

Erforderliche Vorkenntnisse bzgl. Handhabung der Lernplattform:

-

Verantwortlich

Trägerhochschule:

Uni Erlangen-Nürnberg (FAU)

Anbieter:

Prof. Dr. Dirk Holtbrügge

Autoren:

Dirk Holtbrügge

Betreuer:

Theresa Bernhard

Prüfung

1) Exam for 5 ECTS (report in the form of an essay, 6 pages) for FAU students

Art der Prüfung:

Studienarbeit

Prüfer:

Prof. Dr.  Dirk Holtbrügge

Anmeldeverfahren:

FAU students have to register for the exam via "campo". FAU examination regulations regarding exam registration and deregistration apply.

Prüfungsanmeldefrist:

02.06.2025 00:01 Uhr bis 22.06.2025 23:58 Uhr

Prüfungsabmeldefrist:

02.06.2025 00:02 Uhr bis 11.07.2025 23:59 Uhr

Kapazität:

–

Prüfungsdatum:

17.07.2025

Prüfungszeitraum:

12:00 bis 12:01

Prüfungsdauer:

1440 Minuten

Prüfungsort:

Virtual examination

Zustündiges Prüfungsamt:

Examination office of FAU

Zugelassene Hilfsmittel:

Course material and other sources

Formale Voraussetzungen für die Prüfungsteilnahme:

Course enrolment via the Virtuelle Hochschule Bayern (vhb) and registration for the exam via "campo" Registration for examination via the examination office of the FAU. Please note that without prior registration, your examination will not be graded.

Inhaltliche Voraussetzungen für die Prüfungsteilnahme:

Course content

Zertifikat:

Nein

Anerkennung an folgenden Hochschulen:

Uni Erlangen-Nürnberg (FAU)

Sonstige Anerkennung:

noch nicht bekannt

Online-Prüfungsan-/-abmeldung:

Nein

Bemerkung:

5 ECTS: report, 6 pages; working time: 24 hours (17.07.2025 12:00 (noon) - 18.07.2025 12:00 (noon))

2) Exam for 5 ECTS (report in the form of an essay, 6 pages) for all students except FAU students

Art der Prüfung:

Studienarbeit

Prüfer:

Prof. Dr.  Dirk Holtbrügge

Anmeldeverfahren:

Die Anmeldung erfolgt über das WWW.

Prüfungsanmeldefrist:

02.06.2025 00:01 Uhr bis 22.06.2025 23:58 Uhr

Prüfungsabmeldefrist:

02.06.2025 00:02 Uhr bis 11.07.2025 23:59 Uhr

Kapazität:

–

Prüfungsdatum:

17.07.2025

Prüfungszeitraum:

12:00 bis 12:01

Prüfungsdauer:

1440 Minuten

Prüfungsort:

Virtual examination

Zustündiges Prüfungsamt:

Examination office of the students' home university

Zugelassene Hilfsmittel:

Course material and other sources

Formale Voraussetzungen für die Prüfungsteilnahme:

Course enrolment via the Virtuelle Hochschule Bayern (vhb) and registration for the exam via the vhb portal. Please note that without prior registration, your examination will not be graded.

Inhaltliche Voraussetzungen für die Prüfungsteilnahme:

Course content

Zertifikat:

Ja (Graded certificate)

Anerkennung an folgenden Hochschulen:

TH Nürnberg, HAW Ansbach

Sonstige Anerkennung:

noch nicht bekannt

Online-Prüfungsan-/-abmeldung:

Ja

Bemerkung:

5 ECTS: report, 6 pages; working time: 24 hours (17.07.2025 12:00 (noon) - 18.07.2025 12:00 (noon))

3) Exam for 6 ECTS (report in the form of an essay, 8 pages)

Art der Prüfung:

Studienarbeit

Prüfer:

Prof. Dr.  Dirk Holtbrügge

Anmeldeverfahren:

Die Anmeldung erfolgt über das WWW.

Prüfungsanmeldefrist:

02.06.2025 00:01 Uhr bis 22.06.2025 23:58 Uhr

Prüfungsabmeldefrist:

02.06.2025 00:02 Uhr bis 11.07.2025 23:59 Uhr

Kapazität:

–

Prüfungsdatum:

17.07.2025

Prüfungszeitraum:

12:00 bis 12:01

Prüfungsdauer:

1440 Minuten

Prüfungsort:

Virtual examination

Zustündiges Prüfungsamt:

Examination office of the students' home university

Zugelassene Hilfsmittel:

Course material and other sources

Formale Voraussetzungen für die Prüfungsteilnahme:

Course enrolment via the Virtuelle Hochschule Bayern (vhb) and registration for the exam via the vhb portal. Please note that without prior registration, your examination will not be graded.

Inhaltliche Voraussetzungen für die Prüfungsteilnahme:

Course content

Zertifikat:

Ja (Graded certificate)

Anerkennung an folgenden Hochschulen:

Uni Regensburg

Sonstige Anerkennung:

noch nicht bekannt

Online-Prüfungsan-/-abmeldung:

Ja

Bemerkung:

6 ECTS: report, 8 pages; working time: 24 hours (17.07.2025 12:00 (noon) - 18.07.2025 12:00 (noon))

Erforderliche Technik

Browser:

Current version of a common web browser (e.g., Chrome, Edge, Firefox)

Verwendete Kommunikationsplattform:

Our web conferences will be held using Zoom.
You can either download Zoom for free or use Zoom's browser version.

Netzzugang:

You will need access to the internet to work on most course materials.

Spezielle Software:

You will need a basic text processing program (e.g., Microsoft Word, OpenOffice).

Spezielle Software:

You will need a basic pdf viewer (e.g., Adobe Acrobat, Foxit Reader).

Nutzungsbedingungen

Gebühren:

Nein

Nutzungsentgelte:

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

Copyright:

-

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).