Professur für Marketing und Konsumentenverhalten

International Marketing


Lecture:
Prof. Dr. Yasemin Boztuğ

Teaching Assistant:
Jasmin Werner, M.Sc.

Target Audience:
Bachelor BWL, VWL, VWL alt, WInfo, WiPäd, Erasmus Students, Business Economics

Course Language:
English

Learning Goals:
After successful attendance the students should understand the foundations of international marketing as well as the diverse environments of global markets. Moreover, they should be able to assess global marketing opportunities and develop international marketing strategies.

Contents:

  • Introduction to international marketing
  • Social and cultural environments
  • Political, legal, and regulatory environments
  • International marketing strategy (country selection, entry-modes, international marketing mix)
  • Branding across cultures


The course conveys theoretical knowledge which is enriched by case studies.

Time and Place:
Lecture:
Tuesdays, 10:15 am – 11:45 am, 22.10.2024 - 10.12.2024, room: ZHG 006 and
Wednesdays, 2:15 pm – 3:45 pm, 23.10.2024 - 11.12.2024, room: ZHG 103

Required Examinations:
Written exam (90 minutes) - 6 credits
Wednesday, 18.12.2024, 2:15 pm – 3:45 pm, room: ZHG 009

Registration will open two weeks before lectures.