International Marketing

International marketing is offered in summer term for the Bachelor's degree programme, 2nd phase of study, and the Master's degree in Business Administration as a block event by Dr. Judith Mátyás, our visiting lecturer from the University of Pécs, Hungary.

In summer term 2023 the block seminar takes place from July, 01st - 05th, 2024

The event will be concluded with an oral examination /presentation (40% of the total grade) and a written summary (60% of the total grade). If the module is successful, you will receive 3 ETCS.

The module "Marketing" (Fundamentals of Marketing, PO 2015) is required for participation.

Access to the Grips-Course will be provided after allocation.

1. The international marketing environment: economic, political-legal and cultural environmental factors
2. STP (segmentation, targeting, positioning) market selection, the most important market selection criteria
3. Multinational marketing, marketing mix decisions
4. Price and distribution policy in international marketing
5. Product and brand policy, global brands, product innovation
6. Product and service quality, the GAP model
7. Marketing communication, communication mix, elements of the communication mix, advertising, online advertising, online advertising on the websites of companies with global brands
8. Changes and new tendencies in communication and advertising policy
9. Cultural dimensions in international marketing, corporate culture, interculturality
10. Current trends and alternatives in international marketing and marketing communication

Becker, J. (2002). Marketing-Konzeption. München: Franz Vahlen. Bruhn, M. & Meffert. H. (Hrsg.). (2001). Handbuch Dienstleistungsmanagement. Von der strategischen Konzeption zur praktischen Umsetzung. Wiesbaden: Gabler.

Bruhn, M. (2004). Qualitätsmanagement für Dienstleistungen. Grundlagen, Konzepte, Methoden. Berlin: Heidelberg, New York: Springer.

Dietrich, F. O. - Schmidt-Bleeker, R. (2013). Narrative Brand Planning, Wie Marken zu echten Helden werden. Berlin, Heidelberg: Springer.

Etzold , V. - Ramge, T. (2014): Equity Storytelling: Think - Tell - Sell: Mit der richtigen Story den Unternehmenswert erhöhen. Wiesbaden: Springer Gabler.

Förster, A. – Kreuz, P. (2003). Ideen und Konzepte für Ihren Markterfolg. Marketing Trends. Wiesbaden: Springer Gabler.

Frenzel, K. - Müller, M. – Sottong, H. (2004). Storytelling. Das Harun-al-Raschid-Prinzip. Die Kraft des Erzählen fürs Unternehmen nutzen. München, Wien: Hanser.
Gallo, C. (2011). Überzeugen wie Steve Jobs. Das Erfolgsgeheimnis seiner Präsentationen. München: Ariston.

Ghauri, P. – Cateora, P. (2006). International Marketing. McGraw-Hill, Berkshire.
Hacki, R., Lighton, J. (2001). The future of the networked company. The McKinsey Ouarterly, N. 3.

Hollensen, S. (2011). Global Marketing. Pearson. International Edition. Kotler. P. & Keller, K. L. (2012). Marketing Management. Pearson. International Edition.

Sammer, P. (2014). Story-telling. Die Zukunft von PR und Marekting. Köln: O’Reily.

Thier, K (2010). Storytelling. Eine Methode für das Change-, Marken-, Qualitäts- und Wissensmanagement. Berlin, Heidelberg: Springer.

Vossen, K. – Reinhardt, F. A. (2002). Zukunftsmärkte. Was das Marketing über den Kunden der Zukunft wissen sollte. Düsseldorf, Berlin: Metropolitan.

Zeithaml,V. A., Berry, Leonard L. & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.

Internet sources:

Budde, L. (2015): Die größten Online-Marketing-Trends, http://t3n.de/news/online-marketing-trends-2015-582951/

Hoffmann, K. (2015): Was macht Ihre Contentstrategie erfolgreich?

www.kerstin-hoffmann.de/pr-doktor/2013/09/25/erfolg-contentstrategie/
http://www.beys.de/

http://www.famefact.com/social-media-beratung/online-marketing-beratung/storytelling/

http://www.geerthofstede.com/

http://geert-hofstede.com/countries.html

http://geerthofstede.nl/culture.aspx

https://www.marketinginstitut.biz/blog/storytelling-die-erfolgreichsten-storytelling-kampagnen/

medium.com/mac-life/storytelling-expertin-petra-sammer-steve-jobs-ist-die- klassische-heldenfigur-492bd179bf02

http://www.spiegel.de/wirtschaft/unternehmen/ethnomarketing-agenturen-umwerben-die-tuerkische-zielgruppe-a-1023915.html

http://veit-etzold.de/storytelling-warum-storytelling/

http://wirtschaftslexikon.gabler.de/Definition/internationales-marketing.html