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MKT 622: Country Manager

Contents
The module is designed for students who expect to undertake international marketing assignments, work for global corporations or help smaller companies to expand globally. The course portrays opportunities and competitive challenges in regional market settings and pays special attention to the issue of standardization versus adaptation of marketing programs.

Learning outcomes
Students will be able to apply their theoretical and conceptual knowledge of marketing strategy and international marketing in a hands-on application exercise. Students can sharpen their strategy formulation skills and learn about market dynamics. Students will experience the challenges pertaining to international marketing by playing the role of a category manager for a major consumer products company. The course focuses on the computer simulation Country Manager.

Necessary prerequisites

Recommended prerequisites
Understanding of International Marketing

Contact hoursIndependent study time
Case Study Presentation1 SWS5 SWS
ECTS2
LanguageEnglish
Form of assessmentSimulation result (50%), strategy outline (25%), final report (25%). Only one examination date per semester!
Restricted Admissionyes
Further informationStudent Portal (information on central registration process) and website of the chair (course information)
Examiner
Performing lecturer
Prof. Dr. Sabine Kuester
Angeliki Kalogeraki
OfferingSpring semester
Duration of module 1 semester
Range of applicationM.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf., MAKUWI
Preliminary course work
Program-specific Competency GoalsCG 1, CG 2
Graded yes
LiteratureFor this course, you will need to purchase a reader which contains the simulation manual. We will explain in more detail how we will distribute the reader in the kick-off session of the course.
Course outlineDetailed information about the course can be found in the course syllabus on the chair's website.