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Module code: BAIBA-520 |
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4V (4 hours per week) |
4 |
Semester: 5 |
Mandatory course: yes |
Language of instruction:
German |
Assessment:
Written exam
[updated 10.12.2020]
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BAIBA-520 (P420-0482) International Business, Bachelor, ASPO 01.10.2008
, semester 5, mandatory course
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60 class hours (= 45 clock hours) over a 15-week period. The total student study time is 120 hours (equivalent to 4 ECTS credits). There are therefore 75 hours available for class preparation and follow-up work and exam preparation.
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Recommended prerequisites (modules):
BAIBA-240 Statistics and Market Research BAIBA-320 Business Processes in Business Administration BAIBA-490 Culture & Civilisation
[updated 14.02.2011]
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Recommended as prerequisite for:
BAIBA-650 International Management
[updated 10.11.2011]
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Module coordinator:
Prof. Dr. Tatjana König |
Lecturer: Prof. Dr. Tatjana König Lehrbeauftragte
[updated 14.02.2011]
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Learning outcomes:
• After successfully completing this course, students will have advanced their knowledge about international marketing and market entry strategies, as well as the importance of marketing instruments and the need to coordinate them in international market development. • They will understand the necessity and challenges of international market research studies and their design options. • They will have an in-depth understanding of culture as well as alternative courses of action for intercultural market development.
[updated 10.12.2020]
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Module content:
• Country evaluation and market entry • Design, analysis and evaluation of international market research studies • Scales and semantic equivalence in international studies • Standardization-differentiation paradigm • Market entry and product launch options as well as special features in certain country markets • International market segmentation (identification of transnational target groups) • International pricing, product differentiation and communication and distribution strategies
[updated 10.12.2020]
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Teaching methods/Media:
- Interactive lecture - Group work and case studies, if possible also small field survey
[updated 10.12.2020]
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Recommended or required reading:
• Hollensen (2004), Global Marketing, Financial Times, 3rd ed. • Hoyer, W.D., McInis, D.J. (2006), Consumer Behavior, internat. Edition • Kotabe M., Helsen H. (2007), Global Marketing Management • Müller, S., Gelbrich, G. (2004): Interkulturelles Marketing, München • Schugk, M. (2004), Interkulturelle Kommunikation, Vahlen
[updated 10.12.2020]
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