wir400 - Strategic and International Marketing (Complete module description)

wir400 - Strategic and International Marketing (Complete module description)

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Module label Strategic and International Marketing
Modulkürzel wir400
Credit points 6.0 KP
Workload 180 h
Institute directory Department of Business Administration, Economics and Law (Economics)
Verwendbarkeit des Moduls
  • Bachelor's Programme Business Administration and Law (Bachelor) >
  • Bachelor's Programme Business Informatics (Bachelor) >
  • Bachelor's Programme Economics and Business Administration (Bachelor) >
  • Bachelor's Programme Sustainability Economics (Bachelor) >
  • Master of Education Programme (Vocational and Business Education) Economics and Business Administration (Master of Education) >
  • Master's Programme Business Informatics (Master) >
Zuständige Personen
  • Alavi, Sascha (module responsibility)
  • Lehrenden, Die im Modul (Prüfungsberechtigt)
Prerequisites
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.
Literaturempfehlungen
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
Links
Language of instruction German
Duration (semesters) 1 Semester
Module frequency jährlich
Module capacity unlimited
Form of instruction Comment SWS Frequency Workload of compulsory attendance
Lecture 2 28
Tutorial 2 28
Seminar
Präsenzzeit Modul insgesamt 56 h
Examination Prüfungszeiten Type of examination
Final exam of module
end of term
written exam; voluntary contributions that improve grades may undertaken as 'portfolio-presentations' during tutorials