International marketing
People
Ivens B. S.
Course director
Description
In most industry sectors, competition is international today.
International marketing and sales strategies offer potential for revenue
growth, economies of scale and other key economic objectives. But while
fascinating success stories exist, many companies have experienced how
difficult it is to enter foreign markets.
International activities require an in-depth analysis of market
conditions and customer value perceptions. Based on this analysis, core
decisions concern the questions of which markets to enter and in which
order to enter them. Moreover, the activities in the individual country
markets and regions need to be coordinated.
Consequently, the course will first discuss the challenges of developing
international markets and of conducting international market research.
It then presents approaches to strategic market entrance decisions.
Finally, it focuses upon the implementation of the strategic decisions
through organizational design and the marketing mix. A specific focus
is set upon the challenges but also opportunities that the rising
importance of corporate social responsibility expectations from various
stakeholder groups present for companies operating at an international
level.
Course outline
Fundamental concepts in international marketing
Drivers and challenges of foreign market entry
The international marketing playground
Market entry decisions
Market presence decisions
Corporate Social Responsibility in international marketing
Textbook
Backhaus, Bueschken, Voeth: International Marketing
Evaluation
Participants will be evaluated on
40%: in-class work (group work, article summaries).
60%: A 1-hour individual written exam composed of open as well as multiple choice questions
Education
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, 1st year