Global marketing

• The company`s international working conditions and strategic development.
• Cultural dimensions
• Globalization - Strategy development - internationalization process
• Company decision-making in global marketing
• The international market selection process
• Market entry strategy
• Product decisions
• Pricing decisions
• Distribution decisions
• Communication decisions

Knowledge:

• Understand the terminology of Global Marketing
• Have a broad overview of concepts, theories and research streams in international marketing Appreciation of the role of marketing on the international/global market

Skills:

• have the ability to carry out a simple critical analysis of a company's global marketing activities
• have the ability to create a plan for global marketing activities
• have the ability to develop an global marketing plan/strategy for a company
• Competence: have a general knowledge of the most central topics in international marketing

Teaching Methods: Lectures, case presentations and exercises.

Mandatory Assignments: One group assignment is given at the start of the term and carried out by max. 3 students in each group. Oral presentations of the written assignment is also part of the mandatory assignment in which all group members are required to participate. Written and oral assignments must achieve a pass in order for students to take the written exam. Passed mandatory exercises are valid for later continuation exams.