14498 - International Marketing Modulübersicht

Module Number: 14498
Module Title:International Marketing
  Internationales Marketing
Department: Faculty 5 - Business, Law and Social Sciences
Responsible Staff Member:
  • Prof. Dr. rer. pol. Dost, Florian
Language of Teaching / Examination:English
Duration:1 semester
Frequency of Offer: Every summer semester
Credits: 6
Learning Outcome:Students are familiar with the problems relevant to international marketing, and can explain the special features of strategic decisions and marketing instruments in relation to international challenges. They are able to apply their knowledge to various industries and country markets. Students can evaluate foreign markets using market data and scoring models, and critically assess internationalisation decisions from a business perspective.
Contents:
  • Introduction (basics, importance, special features),
  • Environmental analysis and information procurement (organisations and cooperation, risk aspects in foreign trade, PESTLE, 5 forces),
  • Strategic decisions (reasons and motives, selection of foreign markets, forms of international activities, timing of market entry strategies),
  • Product and brand portfolios (extensions, adaptations, brand transfer),
  • Innovation and product planning (hype cycle, dynamics of the environment, life cycles)
  • Financing and hedging (short, medium and long-term export financing),
  • Marketing management (4P: product policy, pricing policy, distribution policy, communication policy)
Recommended Prerequisites:none
Mandatory Prerequisites:No successful participation in the German-language module 11959
Forms of Teaching and Proportion:
  • Lecture / 2 Hours per Week per Semester
  • Self organised studies / 150 Hours
Teaching Materials and Literature:
  • Backhaus, K; Voeth, M.: Internationales Marketing, 6. Aufl., Stuttgart  (Kohlhammer) 2010
  • Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
  • Berinato, S. (2016). Good charts: The HBR guide to making smarter, more persuasive data visualizations. Harvard Business Review Press.
Module Examination:Continuous Assessment (MCA)
Assessment Mode for Module Examination:
  • Written exam 45 min (40%)
  • Poster preparation, 10 min (25%)
  • Poster presentation, 5 min discussion (15%)
  • Critical essay, approx. 5-6 pages (20 %)
Evaluation of Module Examination:Performance Verification – graded
Limited Number of Participants:None
Part of the Study Programme:
  • Master (research-oriented) / Angewandte Mathematik / PO 2019 - 1. SÄ 2021
  • Bachelor (research-oriented) / Angewandte Naturwissenschaften / PO 2024
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Angewandte Naturwissenschaften - dual / PO 2025
  • Bachelor (research-oriented) - Double Degree / Architektur / PO 2014 - 1. SÄ 2016
  • Bachelor (research-oriented) / Architektur / PO 2022
  • Master (research-oriented) / Artificial Intelligence / PO 2022 - 1. SÄ 2024
  • Master (research-oriented) / Bauen und Erhalten / PO 2007
  • Bachelor (research-oriented) - Extended Semester / Bauingenieurwesen / PO 2017
  • Bachelor (research-oriented) / Bauingenieurwesen / PO 2017
  • Bachelor (research-oriented) / Bauingenieurwesen / PO 2022 - 1. SÄ 2023
  • Bachelor (research-oriented) - Extended Semester / Bauingenieurwesen / PO 2022 - 1. SÄ 2023
  • Master (research-oriented) / Bauingenieurwesen / PO 2014
  • Bachelor (research-oriented) - Co-Op Programme with Integrated Vocational Training / Bauingenieurwesen - dual / PO 2017
  • Bachelor (research-oriented) - Co-Op Programme with Integrated Vocational Training / Bauingenieurwesen - dual / PO 2022 - 1. SÄ 2023
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Bauingenieurwesen - dual / PO 2022 - 1. SÄ 2023
  • Bachelor (research-oriented) / Bau- und Kunstgeschichte / PO 2022
  • Master (research-oriented) / Bau- und Kunstgeschichte / PO 2025
  • Bachelor (applied) / Betriebswirtschaftslehre / PO 2017 - 1. SÄ 2019
  • Master (research-oriented) / Betriebswirtschaftslehre / PO 2017
  • Bachelor (applied) - Co-Op Programme with Practical Placement / Betriebswirtschaftslehre - dual / PO 2019
  • Bachelor (applied) / Biotechnologie / PO 2018 - 2. SÄ 2024
  • Master (applied) / Biotechnology / PO 2018
  • Master (applied) - Extended Semester / Biotechnology / PO 2018
  • Master (research-oriented) / Chemistry: Materials, Engineering and Sustainability / PO 2025
  • Master (research-oriented) / Cyber Security / PO 2017 - 1. SÄ 2024
  • Bachelor (research-oriented) / Digitale Gesellschaft / PO 2022
  • Bachelor (applied) / Elektrotechnik / PO 2018 - 2. SÄ 2021
  • Bachelor (research-oriented) / Elektrotechnik / PO 2019 - 1. SÄ 2020
  • Bachelor (research-oriented) / Elektrotechnik / PO 2022
  • Master (applied) / Elektrotechnik / PO 2018 - 1. SÄ 2022
  • Master (applied) - Extended Semester / Elektrotechnik / PO 2018 - 1. SÄ 2022
  • Master (research-oriented) / Elektrotechnik / PO 2019 - 1. SÄ 2020
  • Master (research-oriented) / Elektrotechnik / PO 2023
  • Bachelor (research-oriented) - Co-Op Programme with Integrated Vocational Training / Elektrotechnik - dual / PO 2022
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Elektrotechnik - dual / PO 2022
  • Bachelor (applied) - Co-Op Programme with Practical Placement / Hebammenwissenschaft / PO 2021
  • Master (research-oriented) / Hybrid Electric Propulsion Technology / PO 2024
  • Bachelor (research-oriented) / Informations- und Medientechnik / PO 2017
  • Bachelor (applied) / Instrumental- und Gesangspädagogik / PO 2019 - 2. SÄ 2024
  • Bachelor (research-oriented) / Instrumental- und Gesangspädagogik / - 2. SÄ 2024
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Instrumental- und Gesangspädagogik - dual /
  • Master (research-oriented) / Klimagerechtes Bauen und Betreiben / PO 2018 - 1. SÄ 2023
  • Bachelor (research-oriented) / Kultur und Technik / PO 2017
  • Master (research-oriented) / Kultur und Technik / PO 2017
  • Bachelor (research-oriented) / Künstliche Intelligenz / PO 2022
  • Bachelor (research-oriented) / Künstliche Intelligenz Technologie / PO 2022
  • Master (research-oriented) / Künstliche Intelligenz Technologie / PO 2022 - 1. SÄ 2024
  • Bachelor (research-oriented) / Landnutzung und Wasserbewirtschaftung / PO 2017
  • Master (research-oriented) / Landnutzung und Wasserbewirtschaftung / PO 2018
  • Bachelor of Education / Lehramt Primarstufe Deutsch-Englisch / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Deutsch-Kunst / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Deutsch-Musik / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Deutsch-Sachunterricht Gesellschaftswissenschaften / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Deutsch-Sport / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Mathematik-Deutsch / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Mathematik-Englisch / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Mathematik-Kunst / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Mathematik-Musik / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Mathematik-Sachunterricht Naturwissenschaften / PO 2025
  • Bachelor of Education / Lehramt Primarstufe Mathematik-Sport / PO 2025
  • Master (research-oriented) / Leichtbau und Werkstofftechnologie / PO 2023
  • Master (research-oriented) - Co-Op Programme with Practical Place / Leichtbau und Werkstofftechnologie - dual / PO 2023
  • Bachelor (research-oriented) / Life Science and International Health / PO 2025
  • Bachelor (applied) / Maschinenbau / PO 2018 - 1. SÄ 2019
  • Bachelor (research-oriented) / Maschinenbau / PO 2006 - 2. SÄ 2008
  • Bachelor (research-oriented) / Maschinenbau / PO 2021
  • Master (applied) / Maschinenbau / PO 2018 - 1. SÄ 2021
  • Master (applied) - Extended Semester / Maschinenbau / PO 2018 - 1. SÄ 2021
  • Master (research-oriented) / Maschinenbau / PO 2006 - 2. SÄ 2012
  • Master (research-oriented) / Maschinenbau / PO 2023
  • Master (research-oriented) - Reduced Semester / Maschinenbau / PO 2023
  • Bachelor (applied) - Co-Op Programme with Practical Placement / Maschinenbau - dual / PO 2018 - 1. SÄ 2019
  • Bachelor (research-oriented) - Co-Op Programme with Integrated Vocational Training / Maschinenbau - dual / PO 2021
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Maschinenbau - dual / PO 2021
  • Master (research-oriented) - Co-Op Programme with Practical Place / Maschinenbau - dual / PO 2023
  • Bachelor (research-oriented) / Materialchemie / PO 2018
  • Master (research-oriented) / Materialchemie / PO 2018
  • Master (research-oriented) / Mathematical Data Science / PO 2025
  • Bachelor (research-oriented) / Medizininformatik / PO 2016 - 1. SÄ 2024
  • Bachelor (research-oriented) / Medizintechnik / PO 2022 - 2. SÄ 2025
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Medizintechnik - dual / PO 2022 - 2. SÄ 2025
  • Master (research-oriented) / Micro- and Nanoelectronics / PO 2024
  • Bachelor (applied) / Pflegewissenschaft / PO 2017
  • Bachelor (applied) / Pflegewissenschaft / PO 2020
  • Bachelor (applied) - Co-Op Programme with Integrated Vocational Training / Pflegewissenschaft / PO 2020
  • Bachelor (applied) / Pflegewissenschaft / PO 2025
  • Bachelor (applied) - Co-Op Programme with Integrated Vocational Training / Pflegewissenschaft / PO 2025
  • Master (research-oriented) / Physics / PO 2021
  • Bachelor (research-oriented) / Physik / PO 2021
  • Master (research-oriented) / Physik / PO 2018 - 1. SÄ 2021
  • Master (research-oriented) / Power Engineering / PO 2016 - 1. SÄ 2023
  • Bachelor (applied) / Soziale Arbeit / PO 2018
  • Bachelor (applied) / Soziale Arbeit / PO 2020 - 1. SÄ 2021
  • Bachelor (applied) - Double Degree / Soziale Arbeit / PO 2020 - 1. SÄ 2021
  • Master (applied) / Soziale Arbeit / PO 2020 - 1. SÄ 2021
  • Bachelor (research-oriented) / Städtebau und Stadtplanung / PO 2019
  • Master (research-oriented) / Stadtplanung / PO 2019
  • Bachelor (research-oriented) / Stadtplanung und Städtebau / PO 2023
  • Bachelor (research-oriented) / Stadt- und Regionalplanung / PO 2016
  • Master (research-oriented) / Stadt- und Regionalplanung / PO 2023
  • Bachelor (applied) / Therapiewissenschaften / PO 2017
  • Master (research-oriented) / Transformation Studies / PO 2024
  • Bachelor (research-oriented) / Umweltingenieurwesen / PO 2006 - 3. SÄ 2018
  • Bachelor (research-oriented) / Umweltingenieurwesen / PO 2021
  • Master (research-oriented) / Umweltingenieurwesen / PO 2012 - 2. SÄ 2018
  • Master (research-oriented) / Umweltingenieurwesen / PO 2021
  • Bachelor (research-oriented) / Umweltwissenschaften / PO 2025
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Umweltwissenschaften - dual / PO 2025
  • Master (research-oriented) / Urban Design and Sustainable Revitalization / PO 2024
  • Bachelor (research-oriented) / Wirtschaftsinformatik / PO 2024
  • Master (research-oriented) / Wirtschaftsingenieurwesen / PO 2019
  • Master (research-oriented) / Wirtschaftsingenieurwesen / PO 2025
  • Master (research-oriented) - Reduced Semester / Wirtschaftsingenieurwesen / PO 2025
  • Master (research-oriented) - Reduced Semester / Wirtschaftsingenieurwesen - dual / PO 2025
  • Master (research-oriented) - Co-Op Programme with Practical Place / Wirtschaftsingenieurwesen - dual / PO 2025
 This module has been approved for the general studies.
Remarks:None
Module Components:
  • International Marketing (Lecture)
Components to be offered in the Current Semester: