The course provides insights into the particularities of marketing in an international context. Particular attention is paid to the specifics of small and medium sized enterprises (SMEs).
On successful completion of this course, students will:
understand the challenges of entering and operating effectively in foreign markets from a marketing perspective;
assess the impact of economic, cultural, political, legal and other environmental influences on international marketing;
be able to develop a strategic marketing concept for foreign markets;
considering different possibilities how to standardize or differentiate the elements of the marketing mix

Not applicable

Marketing analysis
International marketing research
Factors influencing international marketing - standardization vs. adaptation
Strategic Marketing

External factors influencing international marketing
Market segmentation in an international context
Positioning strategies
Tactical Marketing

International product management
International communication
International distribution
International pricing

Mooradian, T., Matzler, K., & Ring, L. (2012). Strategic Marketing, International Edition, Harlow: Prentice Hall/Pearson

Czinkota, M., Ronkainen, I., & Zvobgo, G. (2011): International Marketing, Cengage Learning: Andover.

Lecture & discussion, case studies, group work

Case studies (30%)
Contribution to class discussion (10%)
Written exam (60 %)