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.
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
Backhaus, Bueschken, Voeth: International Marketing
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