W950 – International Marketing Management

Modul

International Marketing Management
International Marketing Management

Modulnummer

W950
Version: 1

Fakultät

Wirtschaftswissenschaften

Niveau

Master

Dauer

1 Semester

Turnus

Sommersemester

Modulverantwortliche/-r

Prof. Dr. rer. pol. Anja Stöhr
anja.stoehr(at)htw-dresden.de

Dozent/-in(nen)

Prof. Dr. Andrzej Raszkowski
andrzej.raszkowski(at)htw-dresden.de

Lehrsprache(n)

Englisch
in "International Marketing Management"

ECTS-Credits

5.00 Credits

Workload

150 Stunden

Lehrveranstaltungen

4.00 SWS (1.00 SWS Vorlesung | 3.00 SWS Übung)

Selbststudienzeit

90.00 Stunden

Prüfungsvorleistung(en)

Keine

Prüfungsleistung(en)

Alternative Prüfungsleistung - Referat
Modulprüfung | Prüfungsdauer: 20 min | Wichtung: 50% | nicht benotet | wird in englischer Sprache abgenommen
in "International Marketing Management"

Alternative Prüfungsleistung - Beleg
Modulprüfung | Wichtung: 50% | nicht benotet | wird in englischer Sprache abgenommen
in "International Marketing Management"

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

Medienform

Blended Learning

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

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

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

Besondere Zulassungsvoraussetzung

Keine Angabe

Empfohlene Voraussetzungen

Knowledge of international marketing

Fortsetzungsmöglichkeiten

Keine Angabe

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

Aktuelle Lehrressourcen

Scripts, handouts and Links will be provided

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
for companies, enabling them to differentiate and outpace the competition. Think of marketing and innovation like a pair of gears that work together to move the entrepreneurial success engine forward.

Innovation without marketing and marketing without innovation cannot be successful,
which is why both should be considered together. So the modul International Marketing Management fits well with the modul Innovation Management, and vice versa.

Link zu Kurs/Lernressourcen im OPAL

https://bildungsportal.sachsen.de/opal/auth/RepositoryEntry/26275741702

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