Study Guide

Objective

You understand the challenges in and the significance of sustainable international marketing as part of the demand-supply chain and you are able to assess international marketing opportunities.
You are able to plan international B2B marketing in the framework of sustainable business and marketing ethics taking into consideration the value creation from production to after-sales marketing.

Content

How do you study and segment international markets?
How can you select a proper market entry strategy?
How can you plan sustainable international b2b marketing taking into consideration marketing ethics during the whole planning process?

Materials

Materials in Learn
Marketing/international marketing literature

Teaching methods

A few facilitating contact lectures. Otherwise the course is executed in form of a large, mainly individually managed group assignment (international marketing plan).

Potential differing learning paths to be agreed with the lecturer in advance.

Exam schedules

No exam. Course graded based on the group assignment.

International connections

Course attended by exchange students as well; thus international cooperation may take place.

Student workload

5 ECTS

Content scheduling

A few facilitating contact lectures. Otherwise the course is executed in form of a large, mainly individually managed group assignment (international marketing plan).

Contact lectures
Group assignment (written report)
Presentation of the assignment outcome

Evaluation scale

1-5

Assessment methods and criteria

Course graded based on the group assignment. No exam.

Qualifications

Basics of marketing