Module "International Marketing-Management"

Module representative
Professor Dr. Prof. h.c. Bernhard Swoboda

Language
Every year (summer semester)

Frequency
English

Credit points
10 ECTS

Learning outcomes
After completing this module, students should develop a deeper understanding of international business decisions, both online and offline, by analyzing selected challenges of sales-based internationalization and critically reflecting on the decision-making processes in the international business development context. This includes the evaluation of international strategies, market selection, market entry strategies, market development options, and the coordination of foreign activities. The course includes an intensive examination of case studies to illustrate these decisions in practice. All of this is done with regard to various sectors (industrial, consumer goods, and service companies, and their offline and online activities).

In addition, students should develop an in-depth understanding of consumer insights and online decisions in international markets (international digital ventures, AI technologies, supply chains), be able to critically reflect on current challenges and develop intercultural skills for international companies.

Content

(a) International Strategic Marketing and Business Development (Teaching language English):

This course considers the internationalization of companies in sales, which – in addition to manufacturing companies – is increasingly extending to service companies (offline and online). Selected challenges of internationalization (such as the dynamics, the multiple environmental- and company-specific factors) and decisions of companies are dealt with. Students should be enabled to critically reflect on the core decisions of international manufacturing and service firms (online and offline): international strategies, market selection, market entry strategy selection, local market and business development as well as coordination of foreign activities. Numerous practical examples underpin the discussion of the challenges that international companies successfully manage.

(b) International Strategic Marketing and Business Development (Teaching language English):

The focus is on applying and building upon the content learned to address practical issues faced by international operating. The course includes small group work on practical case studies or business scenarios, with solutions presented and discussed in a plenary session. This enables a practical application of the course content, sharpens problem-solving and presentation skills and also provides students with the professional qualifications needed to work in multinational firms.

Types of courses
(a) Lecture with practical course “International Strategic Marketing and Business Development 1” (2 weekly hours).

(b) Seminar “International Strategic Marketing and Business Development 2” (4 weekly hours).