Stud.IP Uni Oldenburg
University of Oldenburg
17.08.2022 16:42:14
wir400 - Strategic and International Marketing (Complete module description)
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Module label Strategic and International Marketing
Module code wir400
Credit points 6.0 KP
Workload 180 h
Institute directory Department of Business Administration, Economics and Law (Economics)
Applicability of the module
  • Bachelor's Programme Business Administration and Law (Bachelor) > Aufbaubereich Wirtschaftswissenschaften
  • Bachelor's Programme Business Informatics (Bachelor) > Akzentsetzungsbereich Wirtschaftswissenschaften
  • Bachelor's Programme Economics and Business Administration (Bachelor) > Studienrichtung Betriebswirtschaftslehre
  • Bachelor's Programme Sustainability Economics (Bachelor) > Wahlpflichtbereich
  • Master of Education Programme (Vocational and Business Education) Economics and Business Administration (Master of Education) > Mastermodule
  • Master's Programme Business Informatics (Master) > Module der Wirtschafts- und Rechtswissenschaften (Master)
Responsible persons
Raabe, Thorsten (Module responsibility)
Lehrenden, Die im Modul (Authorized examiners)
Skills to be acquired in this module
Upon completion of the module, students will be able to:

  • recognize challenges facing marketing strategy in the field of markets and societies and draw conclusions for business management
  • elaborate and reflect upon the theoretical and conceptual foundations of strategic marketing planning
  • come up with examples that exemplify the systemic connection between strategic and instrumental marketing planning
  • discuss core assumptions of internationalization in the context of strategy planning and critically reflect upon its implications
  • build market research skills in an international context using different methods
  • develop their own perspectives on the conceptualization and implementation of international marketing strategies and advance them in discourses
Module contents
The core of the module is the application of strategic planning methods in Marketing. A broadened understanding of Marketing in the areas of competitors, market agents and stakeholder orientation will be substantiated in theoretical and practical-normative view. International marketing forms an integrated part of strategic marketing planning; its basics and internal conception are formulated precisely in this course.
Reader's advisory
Latest editions of
Meffert, H., Marketing-Management, Analyse - Strategie - Implementierung, Wiesbaden
Kreikebaum H., Strategische Unternehmensplanung, Stuttgart/ Berlin/ Köln
Benkenstein, M., Strategisches Marketing, Stuttgart/ Berlin/ Köln
Language of instruction German
Duration (semesters) 1 Semester
Module frequency jährlich
Module capacity unlimited
Modullevel / module level ---
Modulart / typ of module je nach Studiengang Pflicht oder Wahlpflicht
Lehr-/Lernform / Teaching/Learning method
Vorkenntnisse / Previous knowledge Erfolgreicher Besuch des Moduls "Einführung in das Marketing" (wir070);
Ausnahmeregelungen nach Absprache mit dem Modulverantwortlichen
Course type Comment SWS Frequency Workload of compulsory attendance
2 28
2 28
Total time of attendance for the module 56 h
Examination Time of examination Type of examination
Final exam of module
end of term
written exam; voluntary contributions that improve grades may undertaken as 'portfolio-presentations' during tutorials