Course: International Marketing (5701-521)

Persons:

• Prof. Dr. Markus Voeth (verantwortlich)

Type of Course:

lecture with exercise

In-Class Hours Per Week:

3

Contents:

The main issue of international enterprises is the coordination of their cross-national marketing activities. Coordinating their acitivities is important because a vast majority of national markets is not independent from each other i. e. marketing acitivities in country A may have an impact on potential marketing activities in country B. Against this backround international marketing is considered to be the management of feedback effects. On the basis of this view coordination requirements are analyzed systematically for both going international (entering a foreign market for the first time) and being international (staying on a foreign market permanentely) situations.

Literature:

Backhaus, K./ Voeth, M., Internationales Marketing, 6. Aufl., Stuttgart 2010. Ergänzende Lektüre wird separat bekannt gegeben.

Location:

Hohenheim

Module:

• 5701-520 International Marketing (compulsory)