Module Description
Marketing in an International Context
Short Code:
Execution Period:
ECTS-Credits:
Workload (h):
Learning Objectives:
The primary objective of this course is to equip students with the knowledge and skills necessary for marketing in an international context. Participants will gain a comprehensive understanding of key marketing principles and concepts. Building on this foundation, students will engage with case studies of global brands, explore current marketing challenges, and complete a variety of assignments with an international perspective. By the end of the course, students will be able to apply marketing tools and frameworks at a basic to intermediate level.
Module Coordinator:
Location (Offered):
Additional Required Knowledge:
- As per model syllabus
- Good written and oral skills of the English language
- No previous marketing knowledge required
Script Repository:
Module Type:
Comments:
Workload[h]
Contact hours: 56
Guided self-study: 24
Independent self-study: 84
ECTS Credits per Category
Module Evaluation
Evaluation Type:
Performance Evaluation
During the Exam Session:
Exam Comments:
Final exam: written closed-book exam of 90 minutes, 100% of the course grade, only dictionary
and simple pocket calculator without any memory
During the Semester:
- Case study presentation in class
Evaluation Type:
Weighting:
Remarks:
Case study presentation in class: grading: passed or failed; a passed case study presentation is
required for exam participation
Courses in this Module
Marketing
Short Code:
Semester:
Learning Objectives:
Professional competences:
Participants can
- understand key marketing concepts
- understand social and ethical challenges related to marketing
- understand the steps of the marketing research process
- understand elements of customer-driven marketing strategies
- unterstand approaches and instruments related to all areas of the marketing mix
Methodological competences:
Participants can
- describe and discuss marketing research projects on a basic to intermediate level
- conduct basic marketing planning and apply concepts of strategic marketing such as
segmentation, targeting, and positioning - describe and evaluate marketing programs by applying major concepts from product and brand
management, services marketing, pricing, sales channel management, and communication - calculate selected marketing metrics
Self-competences:
Participants can
- make informed decisions in business contexts
- work in international and intercultural teams
- solve problems through creativity techniques
- give presentations and lead discussions
Plan and Learning Content:
Topic area I: Introduction to Marketing
- Steps of the marketing process
- Marketing management orientations
- Customer value and customer relationships
- Social and ethical criticisms of marketing
- Environmental sustainability
Topic area II: Marketing Research
- Marketing information needs and systems
- Steps of the marketing research process
- Different research approaches and contact methods
Topic area III: Strategic Marketing
- Strategic planning
- Business portfolio analysis
- Market segmentation
- Market targeting strategies
- Positioning
- Competitive analysis and competitive strategies
Topic area IV: Products, Services, and Brands
- Product and service classifications
- Individual product and service decisions
- Product line decisions
- Brand strategies
- The new product development process
- Product life-cycle strategies
- Characteristics of services
- The service profit chain
- Managing service quality
Topic area V: Pricing
- Major pricing strategies
- Product mix pricing strategies
- Price adjustment strategies
Topic area VI: Sales channels
- Channel behavior
- Vertical and horizontal marketing systems
- Channel design decisions
Topic area VII: Communication
- Integrated marketing communications
- Steps in developing effective marketing communication
- Setting the promotion budget
- Major promotion tools
Contact Persons:
Language of Instruction:
Teaching and Learning Methods:
Lectures, class discussions, case studies, electronic quizzes, individual, and group assignments.
The course takes a strictly international perspective.
Bibliography:
Mandatory:
- Powerpoint slides and lecture notes
- Case studies and examples from practice
- Quizzes and in-class assignments
- Textbook: Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principle of Marketing (19th
global ed.). Pearson.
Optional:
- Additional literature provided on the Moodle platform
Course Type:
Execution according to timetable