Course for Bachelor's Programmes

Module B.WIWI-BWL.0087

Lecturer: Prof. Dr. Yasemin Boztug

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Teaching Assistant: Jasmin Werner

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Time and Place:

Lecture:

Tuesdays, 10:15 am – 11:45 am, 22.10.2024 - 10.12.2024, Room: ZHG 006

Wednesdays, 2:15 pm – 3:45 pm, 23.10.2024 - 11.12.2024, Room: ZHG 103

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Required Examination:

Written exam: 90 minutes - 6 Credits

Exam Date:

Date: Wednesday, 18.12.2024, 2:15 pm – 3:45 pm

Room: ZHG 009

Registration will open two weeks before lectures.

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Learning outcomes/core skills:

After successful attendance, the students should understand the foundations of international market-ing as well as the diverse environments of global markets. Moreover, they should be able to assess gl-obal marketing opportunities and develop international marketing strategies.

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Contents of the lecture:

• Introduction to international marketing


• Social and cultural environments


• Political, legal, and regulatory environments


• International marketing strategy (country selection, entry-modes, international marketing mix)


• Branding across cultures

The course conveys theoretical knowledge which is enriched by case studies.