Global Marketing Management

Fakult?t

Wirtschafts- und Sozialwissenschaften

Version

Version 7.0 vom 19.10.2017

Modulkennung

22B0701

Modulname (englisch)

Global Marketing Management

Studieng?nge mit diesem Modul

International Management (B.A.)

Niveaustufe

2

Lehrinhalte
  1. Marketing planning process
  2. Market research
  3. Product performance (product and price)
  4. Profile performance (communication)
  5. Presence performance (distribution)
  6. Marketing mix in a variety of situations

    All areas will address the peculiarities existing within the international context.
Lernergebnisse / Kompetenzziele

Wissensverbreiterung
Students acquire a foundational understanding of the instruments in the areas of products, pricing, communication and distribution.
Wissensvertiefung
They are familiar with current concepts and processes used in practice. They are also able to appreciate all aspects correctly, also in an international context, and make decisions appropriate to the situation.
K?nnen - instrumentale Kompetenz
They are able to make decisions in individual instrumental areas or in connected areas on the advantages of individual measures.
K?nnen - kommunikative Kompetenz
They are able to differentiate complex connections and cultural features in presentations and small groups and present them in a target-orientated way.
K?nnen - systemische Kompetenz
They are able to work in marketing departments of a variety of companies, in different sectors and numerous cultural areas due to their knowledge of operative marketing.

Lehr-/Lernmethoden

Lectures, case studies, guest lectures, self-study

Empfohlene Vorkenntnisse

Basic knowledge of marketing

Modulpromotor

Wolf, Alexander Karsten

Lehrende
  • Griese, Kai Michael
  • Roll, Oliver
Leistungspunkte

5

Lehr-/Lernkonzept
Workload Dozentengebunden
Std. WorkloadLehrtyp
45Vorlesungen
Workload Dozentenungebunden
Std. WorkloadLehrtyp
20Prüfungsvorbereitung
40Referate
45Veranstaltungsvor-/-nachbereitung
Literatur

Kotler, Philip/Keller, Kevin: Marketing Management (13th Edition), 2008

Burns, Alvin/Bush, Ronald F.: Basic Marketing Research Using Microsoft Excel Data Analysis (2nd Edition), 2007

Keegan, Warren J./Green, Mark C.: Global Marketing (5th Edition) (Paperback), 2007

Prüfungsleistung
  • Klausur 1-stündig und Assignment
  • Klausur 2-stündig
Bemerkung zur Prüfungsform

1-hour written examination + assignments/2-hour written examination

Dauer

1 Semester

Angebotsfrequenz

Wintersemester und Sommersemester

Lehrsprache

Englisch