International Marketing (911611 / ILIAS 150611)

International Marketing (911611 / ILIAS 150611)

Faculty of Business and Transport Management
International Marketing (911611 / ILIAS 150611)
Lecturer
Semester
Availability
Type ob submodule
Language of instruction
Name (German)
ECTS credits
Contact hours per week (45min)
Contact hours
Workload – self tution
Workload - preparation
Workload details
Type of examination
Workload – exam duration
Learning outcomes
Didactic approach / learning methods
Contents
Recommended reading / Learning
ressources
01.08.2016
Prof. Dr. Mirjam Schönert
4
Each Semester
Lecture
English
International Marketing
5
4
50 h
98 h
Preparation of the sub-module, follow-up work and exam
preparation are included in the independent study workload.
Written exam
120 minutees
Awareness and understanding of special aspects and instruments
of international marketing, B2B-marketing, service marketing and
retail marketing
Lecture, exercises / case studies, students' research and
presentations
Special aspects, concepts and case studies of International
Marketing, as well as B2B, Service and Retail Marketing
• Hollensen, S.: Global Marketing, Pearson, latest edition
• Meffert, Heribert/ Bruhn, Manfred (2009):
Dienstleistungsmarketing,
• Grundlagen, Konzepte, Methoden, 6., vollst. neu bearb. Aufl.,
Wiesbaden 2009
• Backhaus, Klaus/ Voeth, Markus (2010):
Industriegütermarketing, 9. vollst. neu bearb. Aufl., München
2010
• Backhaus, Klaus/ Büschken, Joachim/ Voeth, Markus (2010):
Internationales Marketing, 6., überarb. Aufl., Stuttgart 2010
• Homburg, Christian/ Krohmer, Harley (2009):
Marketingmanagement;
• Strategie-Instrumente- Umsetzung-Unternehmensführung,
3. Aufl., Wiesbaden 2009