International Marketing

Prof. Dr. Yasemin Boztuğ

Teaching Assistant:
Fernanda Carneiro-Otto, M.Sc.

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

Course Language:

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:
Tuesdays, 10:15 am – 11:45 am, 24.10.2023 - 12.12.2023, room: ZHG 102 and
Wednesdays, 2:15 pm – 3:45 pm, 25.10.2023 - 13.12.2023, room: ZHG 006

Required Examinations:
Written exam (90 minutes) - 6 credits
Tuesday, 19.12.2023, 2:15 pm – 3:45 pm, room: ZHG 011

Registration will open two weeks before lectures.