Deutsch
W950 – International Marketing Management
International Marketing Management
Version: 1
Prof. Dr. rer. pol. Anja Stöhr
anja.stoehr(at)htw-dresden.de
Dr. rer. pol. Andreas Heinen
andreas.heinen(at)htw-dresden.de
English
5.00 Credits
150 hours
4.00 SWS (1.00 SWS Lecture | 3.00 SWS Seminar)
90.00 hours
Alternative examination - Referat
Examination duration: 20 min | Weighting: 50 % | not graded | Tested in English language
Alternative examination - Paper
Weighting: 50 % | not graded | Tested in English language
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
Blended Learning
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
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
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
Knowledge of international marketing
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
Scripts, handouts and Links will be provided
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.