Lehrstuhl für BWL und Marketing

International Marketing

The course „International Marketing” covers a broad range of aspects with regard to managing marketing activities across different countries and will be provided as a block lecture in the summer semester of 2024.



This course covers a broad range of topics essential for designing a firm’s marketing activities in the global business landscape. It sheds light on different international market environments and describes challenges and specificities of international market research. Students explore strategies for international market coverage, such as country market selection and segmentation. Moreover, the course delves into managing international operations, including team dynamics and leadership considerations. Finally, students learn about designing the international marketing mix, covering international product management, pricing strategies, communication and sales management. Overall, students shall gain a comprehensive understanding of international marketing principles and practical strategies for success in global markets.


Tentative course outline:

1. The scope and challenge of international marketing

              1.1. Conceptual foundations of international marketing

              1.2. Understanding the international market environment

              1.3. Understanding international customers through market research

2. International market coverage

              2.1. Selection of country markets

              2.2. Segmentation of target markets

              2.3. Options of market entry

              2.4. Options of market exit

              2.5. Managing international markets

3. Designing the international marketing-mix

              3.1. Standardization vs. differentiation of the international marketing-mix

              3.2. International product management

              3.3. International price management

              3.4. International sales management

              3.5. International communication management



The following dates cover the lecture, which also includes tutorial elements.

Tuesday, May 14th 2024, 14:00-18:00 Uhr, HS 127

Wednesday, May 15th 2024, 14:00-18:00 Uhr, HS 317

Monday, June 3rd 2024, 16:00-20:00 Uhr, HS 414

Tuesday, June 4th 2024, 14:00-18:00 Uhr, HS 127

Wednesday, July 3rd 2024, 8:30 - 10:00 Uhr, Q&A, online


Course Language: English

Examination: 60 minutes exam at the end of the semester; date to be announced by the Prüfungsamt (examination office).

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