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:
Due to the Covid19 pandemic, the lecture "International Marketing" is offered in the winter semester 2020/21 as an online lecture. This course will contain a mixture of recorded and ‘live’ online lectures. Please refer to the first lecture (03.11.2020), which will be uploaded on Stud.IP, for additional details. To access the course, please register on Stud.IP with your account (course number 801074). Registration will open two weeks before lectures.

Tuesdays (beginning 03.11.2020) , 10:00 – 12:00 o’clock
Wednesdays (beginning 04.11.2020), 14:00 – 16:00 o’clock

Required Examinations:
Exam (90 Minuten), 6 Credits
18.12.2020, 16:15-17:45, ZHG*
*Given the new regulations to ensure student and faculty safety during the corona pandemic, the exam will be split across multiple rooms. You will be advised ahead of time in which room you will be conducting the exam.

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