Elective B: International Marketing

Affiliation to semester

4

Duration

1 semester

State of the module

Elective module (compulsory in Elective B International Marketing)

Frequency of offering

Each semester

ECTS)

5

Hours of compulsory in credit hours

4

Learning outcome / competences

Students are able to apply basic marketing knowledge in international business contexts. They understand the interrelationships and dependencies of international marketing activities. Students practice independent analysis and interpretation of international marketing problems and can develop their own solutions for these problems.

Students:

  • Acquire the marketing management competences of analysis, structuring and implementation of international marketing decisions.
  • Can apply general marketing management processes to questions in international contexts.
  • Have the opportunity to approach specialised topics in international marketing with rigorous methodology and objectivity and overcome their complexity using analytical thinking, situation-dependent selection and systematic action.
  • Have acquired skills for and awareness of problematic situations in marketing and in-depth knowledge on the development of suitable and practical solutions.
  • Develop strategies for market entry and market cultivation for international marketing and can make independent decisions regarding the international marketing mix
  • As a team can implement theoretical planning in a simulation under competitive conditions
  • Are able to communicate the results of their work via a presentation and defend these in specialised discussions via argumentation based on appropriate and relevant content.

 

Specific competences are developed in the following areas:

  • preparation and implementation analysis, principally market analysis,
  • formulation and justification of operative, medium-term and long-term marketing goals in international target systems,
  • development of decision-making and design competence for recording market developments and possible adaptation strategies
 

Level

1b

Necessary requirements

BIB2.5 Marketing

Recommended requirements

Method of examination

(applicable are §§ 9-14 RStPO)

Single or group presentation: 25 %
Individual knowledge check: 30 %
Group performance in International Marketing Simulation: 25 %
Group report on International Marketing Simulation: 20 %

Performance rating

Differentiated by grades

Corresponding Units

International Marketing

Applicability of the module

 

Accepted modules

 

Indications

For the marketing experimental game charges are matured which are not be yield by the HTW Berlin according to the fiscal position.

Students plan budget of ca. $40 for the experimental game which is to pay to the producer at the beginning.

 

Unit 1

Name of the unit

International Marketing

Name of the corresponding module

BIB 4.5.2 Elective International Marketing

Language

English

Rate of workload for the unit

180 hours of 60 minutes

Rate of hours of compulsory in credit hours

4

Type of learning

SL

Content of the unit

  
  • Introduction in the international and global marketing
  • Systematically environment analysis
  • International data and information principles
  • Global marketing and adequate competition
  • Marketing-mix in the international area
  • Coordination and controlling tasks
 

Literature

Cateora, Philip R./Graham, John L.: International Marketing, last ed., Mc Graw-Hill

Keegan, Warren J./Green, Mark S.: Global Marketing, last ed., Prentice Hall

Kotabe, Masaaki/Helsen, Kristiaan: Global Marketing Management, last ed., Wiley

Usunier, Jean-Claude: Marketing Across Cultures, last ed., Prentice Hall

A detailed list will be announced at the start of the lecture.