W950 – International Marketing Management

Module
International Marketing Management
International Marketing Management
Module number
W950
Version: 1
Faculty
Business Administration
Level
Master
Duration
1 Semester
Semester
Summer semester
Module supervisor

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

Lecturer(s)

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

Course language(s)

English
in "International Marketing Management"

ECTS credits

5.00 credits

Workload

150 hours

Courses

4.00 SCH (1.00 SCH Lecture | 3.00 SCH Seminar)

Self-study time

90.00 hours

Pre-examination(s)
None
Examination(s)

Alternative examination - Presentation
Module examination | Examination time: 20 min | Weighting: 50% | not graded | tested in English language
in "International Marketing Management"

Alternative examination - Paper
Module examination | Weighting: 50% | not graded | tested in English language
in "International Marketing Management"

Form of teaching

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

Media type

Blended Learning

Instruction content/structure

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

Qualification objectives

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

Social and personal skills

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

Special admission requirements
No information
Recommended prerequisites

Knowledge of international marketing

Continuation options
No information
Literature

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

Current teaching resources

Scripts, handouts and Links will be provided

Notes

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.