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:
Semester Recommendation:
- Betriebsökonomie TZ/BB IM – Semester 4
- Betriebsökonomie VZ IM (Exchange 4. Semester) – Semester 5
- Betriebsökonomie VZ IM (Exchange 5. Semester) – Semester 4
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.
For international exchange students whose home university's academic calendar overlaps with the OST examination period, alternative assessment method or exam date may be arranged at the beginning of the semester.
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