Professur für Marketing und Konsumentenverhalten

International Marketing

Lecture Slides for First Lecture:
will be uploaded few days before first lecture
(Password for further lectures will be provided in the first lecture)

Instructor Lecture:
Dr. Steffen Jahn

Target Audience:
Bachelor BWL, VWL, VWL alt, WInfo, WiPäd, Erasmus Students, Business and Economics

Learning Goals:
After successful attendance the students should understand the foundations of international marketing as well as the diverse environments of global markets. Moreover, they should be able to assess global marketing opportunities and develop international marketing strategies.

Contents:

  • Introduction to international marketing
  • Social and cultural environments
  • Political, legal, and regulatory environments
  • International marketing strategy (country selection, entry-modes, international marketing mix)
  • Branding across cultures


The course conveys theoretical knowledge which is enriched by case studies.

Time and Place:
Lecture:
Wednesdays, 14:00 - 16:00 o'clock, ZHG 006 (Start: 17.10.2018)
Fridays, 10:00 - 12:00 o'clock, ZHG 001 (Start: 19.10.2018)

Required Examinations:
Exam (90 Minuten), 6 Credits
17.12.2018, 16:00 - 18:00 o'clock, ZHG 011


Link UniVZ