Module Description

Marketing in an International Context

ECTS-Credits:
6
Lernziele:

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.

Kurse in diesem Modul

Marketing:

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
Vorlesung mit 4 Lektionen pro Woche
Disclaimer

Diese Beschreibung ist rechtlich nicht verbindlich! Weitere Informationen finden Sie in der detaillierten Modulbeschreibung.