Upon successful completion of the module, students are able to

• assess the development of international markets based on economic criteria.
• explain real economic events in the field of international business and assess them based on theory.
• evaluate the competitiveness of countries.
• develop an internationalization strategy for a company.
• compare and select international target markets.
• evaluate different market entry modes.
• describe the concrete steps of an export process.
• analyze key decision-making situations in international marketing (product, price, communication, distribution decisions) and their determinants.
• explain what needs to be considered when using digital technologies in the export business.

none

Fundamentals of international economics

• Key theories of international trade and globalization
• Tariffs and non-tariff trade barriers
• Regional integration and free trade agreements
• The role of regional and international organizations
• Country risks and competitiveness
• Internationalization in selected economic sectors

• The decision to internationalize
• Developing an internationalization strategy
• Evaluation and selection of target markets
• Market entry modes
• Product-related decisions in international marketing
• Developing an international distribution strategy
• International pricing and communication policy
• The export process (intra-community export and export to third countries)
• Payment processes in international business
• Export financing and export protection
• Services export
• The use of the Internet for exporting
• Export promotion
• Case studies on the internationalization of companies

Blanchard, O. (2020): Macroeconomics, global edition, 8th ed. Harlow: Pearson.

Buckley, P./Enderwick, P./Voss, H. (2022): International Business, 2nd ed. Oxford: Oxford University Press.

Hollensen, S. (2020): Global Marketing, 8th ed. Harlow: Pearson.

Krugman, P./Obstfeld, M./Melitz, M. J. (2022): International Economics: Theory and Policy, global edition, 12th ed. Harlow: Pearson.

Mankiw, N. G. (2023): Principles of Economics, 10th ed. Boston, MA: Cengage Learning.

Morrison, J. (2023): The Global Business Environment: Sustainability in the Balance. 6th ed. London: Bloomsbury Academic.

Sternad, D./Höfferer, M./Haber, G. (2020): Grundlagen Export und Internationalisierung, 2. Aufl. Wiesbaden: Springer Gabler.

Lecture, discussion, working with case studies

Integrated module examination

Continuous assessment type: class participation, group work and presentation, written final exam