Foundations in International Marketing Management Specialization in Business Administration Course I (Basic Course) - International Marketing Management

Description

Course Contents: This course will cover the following topics: The reality of a global market place Markets in different stages of development: from economically developed to emerging and bottom-of-the-pyramid markets Assessing the international environment across markets (e.g., PEST) Market assessment and selection Market entry alternatives Global Market Segmentation - Targeting - Positioning The Global Marketing Mix Balancing standardization vs. adaptation of the global marketing mix Contemporary topics in global marketing. The course "Foundations in International Marketing Management" is closely linked to the course "Applications in IMM". While the "Foundations" course will provide the students with a fundamental understanding of key challenges and concepts in global marketing, these concepts will be applied in the "Applications" course using a computer-based international marketing simulation. Learning Outcomes: Students will learn how to ... evaluate core concepts in international marketing for their applicability to managerial challenges across industries and countries assess the value of emerging concepts for the overall international marketing framework learn to apply key concepts in international marketing to specific company/market situations identify research methods to solve specific challenges in international marketing through relevant secondary data sources structure and restate complex international marketing challenges gather and filter information efficiently and effectively on a specific research topic learn to organize teamwork efficiently and effectively reflect on others' and one's own role in a team evaluate the individual learning and development progress develop critical thinking defend developed arguments orally and in writing structure material in to a coherent line of arguments and present it in a concise way not only learn how to communicate information, but also develop creative ideas to get the message across. Attendance requirements: The course will be taught in physical presence. You can miss 10% of the course (or 1 session) - for this you do not have to provide any compensatory work. Please just let me know upfront (via email!). Please note that the first session is mandatory . If you do not attend the first session , you will be de-registered from the course. Teaching/learning method(s): Lectures Guest speakers Case Studies Research exercises Interactive in-class discussion accompanied by videos and presentations Self-reflection through individual learning diaries The use of AI tools is partially permitted … AI tools, such as ChatGPT, may be used for doing research on certain topics (e.g., for the communication project), but not with the development of written assignment (e.g., text, reflections, etc.). In any case, please identify in a short sentence, if you have used AI tools, how/what for you used them. This is important as all assignments will be checked for plagiarism and use of AI. Prerequisites: Students who choose to enter the IMM specialization and subsequently the "Foundations" course have to fulfill the general criteria to enter the specialization (relevant course credits) AND display a strong interest in marketing and its international application. Prior knowledge in marketing (e.g., basic marketing course) will support learning in the "Foundations" substantially, as the basics of marketing will not be reviewed in detail in this course. Assessment: To be able to participate in this course, you have to have passed the entry exam successfully! Individual Work: Individual Learning Diary - needs to be submitted to get a grade Peer Review: 6% Article Reviews: 20% Participation: 10% One Minute Papers: 14% Group Work: Flipchart - BOP: 15% Distribution Jigsaw 20% Global Communications Project: 15%