Letzte Änderung : 07.12.2025 16:16:29
Output
| Code: | 254850 |
| Module title: | Introduction to Global Marketing |
| Version: | 1.0 (07/2019) |
| Last update: | 6.12.2022 08:09:57 | Person responsible for content: | Prof. Dr. phil. Zips, Sebastian Sebastian.Zips@hszg.de |
| Offered in 10 study courses: | Business Administration (B.A.) valid from class 2020 | Business Administration (B.A.) valid from class 2021 | Business Administration (B.A.) valid from class 2024 | European Business (B.A.) valid from class 2025 | Integrated Management Systems (M.Sc.) valid from class 2023 | Integrated Management Systems (M.Sc.) valid from class 2025 | Integrated Management (M.Sc.) valid from class 2020 | Integrated Management (M.Sc.) valid from class 2021 | Sustainable Business Administration (B.A.) valid from class 2024 | Sustainable Business Administration (B.A.) valid from class 2025 |
| Semester according to timetable: | WiSe (winter semester) |
| Module level: | Bachelor/Diplom |
| Duration: | 1 semester |
| Language of Instruction: | English |
| Place where the module will be offered: | Zittau |
| ECTS Credits: | 5 |
| Student workload (in hours): | 150 |
| Number of hours of teaching: | |||||||
Lecture |
Seminar/Exercise |
Laboratory work |
Other |
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| Self study time (in hours): | |||||||
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| Learning and teaching methods: | Lecture, team assignments, case studies |
| Exam(s) | |||
| Assessment | Major exam (presentation) | 100.0% | |
| Syllabus plan/Content: | Internationalisation & Globalisation Basics of International Marketing (Standardization vs Differentiation) Strategic Basics (Mission & Vision, STP) Self Reflection of enterprise (VRIO Analysis, Portfolio Matrix) Market Selection (Attractivity/ Barriers) Market Check (PESTEL, 4 Market Analysis) Competitors Analysis (5 Forces, 4 Corners) Market Entry Strategies (Timing Strategies) Forms of Market Entry (Export, Franchising, Licensing, Platform) The Global Marketing Mix |
| Learning Goals | |
| Subject-specific skills and competences: | After successful completion of the course, students will be able to: - outline the differences between domestic marketing and global marketing (factuality). - understand the two basic market development approaches (market- environment orientation). - identify the drivers of globalisation and their impact on marketing (analytical skills). - classify markets and sales regions (market-environment orientation) - select suitable market entry strategies (problem-solving skills, cooperation skills). - derive and develop suitable forms of market entry (planning ability, decision-making ability, holistic thinking, systematic, methodical approach). - adapt the appropriate marketing mix for the respective country (media-digital orientation, communication skills, value orientation). |
| Generic competences (Personal and key skills): | After successfully completing the course, students will be able to: - work successfully in an interdisciplinary/intercultural context in a team. - think and act in intercultural contexts. - understand and appreciate diversity and multiculturalism. - think and act across disciplines. - present reports, products or ideas to an audience in English. |
| Prerequisites: | None |
| Optional: | None |
| Literature: | Kotler,P./Armstrong, G., current edition. Principles of Marketing. Pearson. Green, M./Warren, K., current edition. Global Marketing. Prentice Hall. Ghauri,P./ Cateora,P.R., current edition. International Marketing.McGraw-Hill Education Ltd. |