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.
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.
Understanding of International Marketing
|Contact hours||Independent study time|
|Case Study Presentation||1 SWS||5 SWS|
|Form of assessment||Simulation result (50%), strategy outline (25%), final report (25%). Only one examination date per semester!|
|Further information||Student Portal (information on central registration process) and website of the chair (course information)|
Prof. Dr. Sabine Kuester
|Duration of module||1 semester|
|Range of application||M.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf., MAKUWI|
|Preliminary course work||–|
|Program-specific Competency Goals||CG 1, CG 2|
|Literature||For 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 outline||Detailed information about the course can be found in the course syllabus on the chair's website.|