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Specialization (SP) Module 4: International Marketing and Market Research

Module name (EN):
Name of module in study programme. It should be precise and clear.
Specialization (SP) Module 4: International Marketing and Market Research
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Business Administration, Bachelor, ASPO 01.10.2016
Module code: BBWL-544/644
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0079, P420-0080, P420-0104
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: according to optional course list
Mandatory course: no
Language of instruction:
German
Assessment:
Written exam, project

[updated 02.01.2019]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

BBWL-544/644 (P420-0079, P420-0080, P420-0104) Business Administration, Bachelor, ASPO 01.10.2016 , optional course
BBWL-2020-644 (P420-0079, P420-0080) Business Administration, Bachelor, ASPO 01.10.2020 , semester 6, optional course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer: Prof. Dr. Tatjana König

[updated 01.10.2016]
Learning outcomes:
After successfully completing this module, students will:
International marketing:
-        be able to assess the basic challenges of intercultural marketing and explain the concept of culture and selected cultural studies,
- be able to characterize the orientation patterns of international market cultivation,
-        have developed and demonstrated intercultural competence,
-        be able to transfer the problems and strategies for transnational market entry and market development to specific application examples.
   
 
Market research:
-        Students will be able to distinguish between the various sub-areas of marketing information and evaluate their suitability for solving different problems in a company,
-        They will be able to describe the various steps in the market research process with their respective decision options,
-        They will be able to help design a market research instrument, assess the challenges of a market survey and evaluate simple questions.  
 
General topics:
-        have developed their conceptual, technical and communicative skills from past semesters
-        be able to develop and expand upon the content of the lecture
-        be able to work independently on questions from the fields of international marketing and market research in the form of practical case studies and/or practical examples, thereby consolidating their theoretical knowledge


[updated 30.03.2021]
Module content:
1. International Marketing
  
• Market cultivation orientation between standardization
  and differentiation
• The concept of culture, cultural dimensions, cultural distance and
  cultural clusters
• Market evaluation, market entry
• Selecting and using marketing instruments in the international environment
• Negotiating, CRM in an international context
  
  
2. Market Research
  
• Basic principles and sub-areas of market research
- Phases of a market research project, designing questions and scales,
  scale levels and evaluation options, SPSS training
- Implementation project in the field of market research

[updated 05.07.2021]
Teaching methods/Media:
Lecture mit case studies and project work inkl. presentations by the students

[updated 02.01.2019]
Recommended or required reading:
1. International Marketing
  
- Backhaus, K.; Voeth, M. (latest edition): Internationales Marketing, Stuttgart
- Meffert, H.; Burmann, C.; Becker, C. (latest edition): Internationales Marketing-Management, Stuttgart
- Müller, S.; Gelbrich, K. (latest edition): Interkulturelles Marketing, München
- Zentes, J.; Swoboda, B.; Schramm-Klein, H. (latest edition): Internationales Marketing, München
  
  
2. Marketing Information
  
- Berekoven, L., Eckert, W., Ellenrieder, P. (latest edition), Marktforschung – Methodische Grundlagen und praktische Anwendung, Wiesbaden.
- Homburg, Ch. (latest edition): Marketingmanagement: Strategie, Instrumente, Umsetzung, Unternehmensführung, Wiesbaden (Teil II: Informationsperspektive und Kapitel 20: Internationales Marketing)


[updated 30.03.2021]
 
[Thu Nov 21 21:36:15 CET 2024, CKEY=bsm4mx, BKEY=bbw2, CID=BBWL-544/644, LANGUAGE=en, DATE=21.11.2024]