wir400 - Strategic and International Marketing (Course overview)

end of term

written exam; voluntary contributions that improve grades may undertaken as 'portfolio-presentations' during tutorials

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