International Sales and Marketing
Component code / course code: UF-30.2
Semester: winter / summer
ECTS credits: 3
Lecture hours per week (SWS): 2
Lecturer: Prof. Dr. Weilepp
Prerequisites:
"General Business Administration" (Module 06), "Marketing" (Module 15)
Qualification objectives:
In the first step we will discuss why companies take the decision to go international and the motives and triggers that lead to international B2C and B2B marketing activities.
Then the students will learn how to select and analyze international markets and how to carry out international market research in order to understand customer/consumer behavior in international markets. We will discuss different market entry strategies such as export, licensing and franchising, joint ventures and international sales subsidiaries.
Furthermore, we will address peculiarities in the international marketing mix taking into account the cultural aspects of consumer expectations and buying behavior. We will discuss different types of international marketing organizations depending on the size of the international business and the level of international exposure of the company.
Students will learn how to monitor the success of international operations by using appropriate controlling tools.
A major goal of the course is to sensitize students to the intercultural aspects of international business.
Course contents:
- Going international – What’s the purpose and how to internationalize
- International market analysis and international market research
- International market entry strategies
- International marketing mix
- International marketing organization
- Controlling of international marketing activities
- Aspects of intercultural managemen
Teaching format (e.g. online/in person lecture/Seminar/Lab etc.): lecture, discussion, group work and student presentation
Examination type: project work
