Module "International Marketing-Management"

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

Each year (summer term)

Credit points

Qualifying goals
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 (incl. AI technologies, supply chains), be able to critically reflect on current challenges and develop intercultural skills for international companies

The module consists of the first or second course, depending on the course offered (usually the first course).

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, 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. 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.

b) Selected Topics (Alternative; on Cross-Cultural Consumer Insights and Business Development; Teaching language German):

This seminar addresses selected topics on consumer insights or international market development. The former focuses on marketing decisions and developments from a consumer perspective, also in an online context. The latter addresses the penetration of markets with corresponding marketing and supply chain activities. The discussion of current challenges in business practice and research is the constitutive feature of the course, which can also be offered by guest lecturers.

Types of courses
Course a): Lecture with one half seminar (homework, presentation, coached study). b): Seminar with presentations and coached study.

Buch: Internationales Marketing