wir400 - Strategic and International Marketing (Complete module description)
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 |
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Zuständige Personen |
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Prerequisites | |
Skills to be acquired in this module | Upon completion of the module, students will be able to:
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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 |
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Lecture | 2 | 28 | ||
Tutorial | 2 | 28 | ||
Seminar | ||||
Präsenzzeit Modul insgesamt | 56 h |
Examination | Prüfungszeiten | Type of examination |
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Final exam of module | end of term |
written exam; voluntary contributions that improve grades may undertaken as 'portfolio-presentations' during tutorials |