Course
International marketing is offered in summer semester for the Bachelor's degree programme, 2nd phase of study, and the Master's degree in Business Administration as a block event by Dr. Judith Mátyás, our visiting lecturer from the University of Pécs, Hungary.
In summer term 2025 the block seminar takes place from June?30th - July, 04th, 2025
The event will be concluded with an oral examination /presentation (40% of the total grade) and a written housework (60% of the total grade). If you pass the module? successfully, you receive 3 ETCS.
The module "Marketing" (Fundamentals of Marketing, PO 2015) is required for participation.
Multiple enrollment of the course in combination with the VHB course '"International Marketing" within the specialization module group or as an elective is not permitted.
Access to the Grips-Course will be provided after allocation.
Content
- The international marketing environment: economic, political-legal and cultural environmental factors
- STP (segmentation, targeting, positioning) market selection, the most important market selection criteria
- Multinational marketing, marketing mix decisions
- Price and distribution policy in international marketing
- Product and brand policy, global brands, product innovation
- Product and service quality, the GAP model
- Marketing communication, communication mix, elements of the communication mix, advertising, online advertising, online advertising on the websites of companies with global brands
- Changes and new tendencies in communication and advertising policy
- Cultural dimensions in international marketing, corporate culture, interculturality
- Current trends and alternatives in international marketing and marketing communication
Literature
Becker, J. (2002). Marketing-Konzeption. München: Franz Vahlen. Bruhn, M. & Meffert. H. (Hrsg.). (2001). Handbuch Dienstleistungsmanagement. Von der strategischen Konzeption zur praktischen Umsetzung. Wiesbaden: Gabler.
Bruhn, M. (2004). Qualit?tsmanagement für Dienstleistungen. Grundlagen, Konzepte, Methoden. Berlin: Heidelberg, New York: Springer.
Dietrich, F. O. - Schmidt-Bleeker, R. (2013). Narrative Brand Planning, Wie Marken zu echten Helden werden. Berlin, Heidelberg: Springer.
Etzold , V. - Ramge, T. (2014): Equity Storytelling: Think - Tell - Sell: Mit der richtigen Story den Unternehmenswert erh?hen. Wiesbaden: Springer Gabler.
F?rster, A. – Kreuz, P. (2003). Ideen und Konzepte für Ihren Markterfolg. Marketing Trends. Wiesbaden: Springer Gabler.
Frenzel, K. - Müller, M. – Sottong, H. (2004). Storytelling. Das Harun-al-Raschid-Prinzip. Die Kraft des Erz?hlen fürs Unternehmen nutzen. München, Wien: Hanser.
Gallo, C. (2011). ?berzeugen wie Steve Jobs. Das Erfolgsgeheimnis seiner Pr?sentationen. München: Ariston.
Ghauri, P. – Cateora, P. (2006). International Marketing. McGraw-Hill, Berkshire.
Hacki, R., Lighton, J. (2001). The future of the networked company. The McKinsey Ouarterly, N. 3.
Hollensen, S. (2011). Global Marketing. Pearson. International Edition. Kotler. P. & Keller, K. L. (2012). Marketing Management. Pearson. International Edition.
Sammer, P. (2014). Story-telling. Die Zukunft von PR und Marekting. K?ln: O’Reily.
Thier, K (2010). Storytelling. Eine Methode für das Change-, Marken-, Qualit?ts- und Wissensmanagement. Berlin, Heidelberg: Springer.
Vossen, K. – Reinhardt, F. A. (2002). Zukunftsm?rkte. Was das Marketing über den Kunden der Zukunft wissen sollte. Düsseldorf, Berlin: Metropolitan.
Zeithaml,V. A., Berry, Leonard L. & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.
Internet sources:
Budde, L. (2015): Die gr??ten Online-Marketing-Trends, t3n.de/news/online-marketing-trends-2015-582951/
Hoffmann, K. (2015): Was macht Ihre Contentstrategie erfolgreich?
Internet sources
www.kerstin-hoffmann.de/pr-doktor/2013/09/25/erfolg-contentstrategie/
www.beys.de
www.famefact.com/social-media-beratung/online-marketing-beratung/storytelling/
geert-hofstede.com/countries.html
www.marketinginstitut.biz/blog/storytelling-die-erfolgreichsten-storytelling-kampagnen/
medium.com/mac-life/storytelling-expertin-petra-sammer-steve-jobs-ist-die- klassische-heldenfigur-492bd179bf02
veit-etzold.de/storytelling-warum-storytelling/
wirtschaftslexikon.gabler.de/Definition/internationales-marketing.html
