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:
Prof. Dr. Yasemin Boztuğ

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.


  • 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:
Tuesday, 10:00 - 12:00 o'clock, ZHG 008 (Start: 22.10.2019)
Wednesday, 14:00 - 16:00 o'clock, ZHG 007 (Start: 30.10.2019)

Required Examinations:
Exam (90 Minuten), 6 Credits
19.12.2019, 12:00 - 14:00 o'clock, ZHG 011

Links zum UniVZ