Englisch
W950 – International Marketing Management
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Modul
International Marketing Management
International Marketing Management |
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Modulnummer
W950
Version: 2 |
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Fakultät
Wirtschaftswissenschaften
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Niveau
Master
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Dauer
1 Semester
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Turnus
Sommersemester
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Modulverantwortliche/-r
Prof. Dr. rer. pol. Anja Stöhr |
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Dozent/-in(nen)
Prof. Dr. Andrzej Raszkowski |
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Lehrsprache(n)
Englisch |
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ECTS-Credits
5.00 Credits |
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Workload
150 Stunden |
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Lehrveranstaltungen
4.00 SWS (1.00 SWS Vorlesung | 3.00 SWS Übung) |
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Selbststudienzeit
90.00 Stunden |
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Prüfungsvorleistung(en)
Keine
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Prüfungsleistung(en)
Alternative Prüfungsleistung - Referat Alternative Prüfungsleistung - Beleg |
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Lehrform
The course is structured as interactive seminar and taught in English. The small group size facilitates close contact to get fruitful and wide ranging discussions. Comprehensive lectures with input sessions, Case studies, excursions, networking, project learning |
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Medienform
Blended Learning |
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Lehrinhalte/Gliederung
The dynamic field of international Marketing-Management is constantly changing. This modul takes as its perspective that the customer undoubtedly is positioned in the center of the firm’s overall management activities. To keep up with today`s fast changing and globalizing world, marketing management is always analyzed within the broader context of international enterprise and operations environment. The International Marketing-Management modul focuses on the international Marketing challenges associated with developing Marketing strategies and managing the Marketing operations of companies whose activities stretch across national boundaries. Content International Marketing-Management – valuable insights especially from market based view Cross-Border Marketing-Management – actual Changes and Challenges Building strategic and sustainable Marketing capabilities across Boundaries: especially CSR based Marketing Success-Strategies and Techniques to attract Customers and Customers Loyalty Managing the operational Marketing-Challenges across Borders and Cultures: especially Making stronger brands than the competitors Transnational Marketing Implementation, coordination and control development |
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Qualifikationsziele
Objectives The sudents are capable the best tools, knowledge and abilities in order to succeed at an executive level in international Marketing Management Students gain in-depth knowledge and understanding of mechanisms and techniques of international Marketing-Management |
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Sozial- und Selbstkompetenzen
The students will be able and are encouraged to develop their own ideas and marketing strategies and tools to solve the challenges The students are prepared for positions as international Marketing-Managers |
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Besondere Zulassungsvoraussetzung
Keine Angabe
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Empfohlene Voraussetzungen
Knowledge of international marketing |
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Fortsetzungsmöglichkeiten
Keine Angabe
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Literatur
Glowik, M.; Smyczek, S. International Marketing Management, Strategies, Concepts and Cases Keller, K.L.: Strategic Brand Management Murphy J.M. (eds) Branding: A Key Marketing Tool. Palgrave Macmillan, London |
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Aktuelle Lehrressourcen
Scripts, handouts and Links will be provided |
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Hinweise
The modul International Marketing Management includes CSR based Marketing Strategies and Techniques to attract Customers and Customer's Loyalty, and provides insights into profitable brand strategies. Marketingmanagement and Innovationmanagement are among the key challenges Innovation without marketing and marketing without innovation cannot be successful, |
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Link zu Kurs/Lernressourcen im OPAL
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