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Detailed information about the module
Module title:
Global Marketing Management
Module title (english):
Global Marketing Management
Module number:
82-021-MD06-H-0914
Level:
Bachelor (UNI)
Course of study:
Type:
Modul
Organising faculty/Language Center:
Wirtschaftswissenschaftliche Fakultät
Instructors responsible:
Gelbrich, Katja
Examiners:
Credit points (ECTS):
5
competencies/skills
:
Students learn to deal with marketing problems, which occur due to the internationalization and globalization of markets, in a proper and critical manner. They understand how the host country’s legal, political, economic, and financial environment impacts the marketing activities. Students are able to develop a marketing strategy for companies in terms of how they should adapt products, prices, distribution channels, and communication to different target markets across the world. For instance, students understand, which factors drive international price setting practices (e.g., varied tariffs and price acceptance). As a result, they are able to calculate product prices for different international target markets. Upon completion of the course, students will have gained a comprehensive overview of global marketing management and the interplay of specific factors in this field.
The adjunct tutorial contributes to gaining these learning outcomes. Students are able to critically reflect on specific topics presented during the lecture and related issues in a thorough manner. They obtain the ability to deal with pertinent scientific literature (e.g., Journal of International Marketing). Hereby, they are able to acquire new knowledge on their own. Further, students obtain the capability to transfer theoretical concepts from the lecture to managerial problems by discussing business cases.
course content/topics
:
Part A: Basic principles of global marketing management
- What global marketing is about
- Strategic marketing decisions
Part B: International product policy
- Product management
- Brand management
Part C: International price policy
- Market-based price mechanisms
- Behavioral price mechanisms
Part D: International communication policy
- Advertising
- Other communication instruments
Part E: International distribution policy
- Sourcing, logistics, & distribution
- E-Commerce
formal requirements of admission
:
recommended qualifications
:
- Recommended: Lecture “Principles of Marketing”
- Recommended: Lecture “International Business”
Lehr- und Lernformen/Lehrveranstaltungstypen:
- Lecture
- Tutorial
requirements for the attainment of ECTS points
:
The final exam consists of a number of questions that need to be answered in a written form. It is based on the content presented during the lecture and the tutorial.
workload/distribution of ECTS points within the module
:
21 h = Time of attendance lecture
36 h = Self-study lecture
21 h = Time of attendance tutorial
18 h = Self-study tutorial
54 h = Exam preparation
150 h = Total workload
calculation of module marks
:
- Final exam 100%
teaching/learning method
:
compatibility with other courses of study
:
Turnus des Angebots:
SS
Beteiligte Fachgebiete:
Bemerkung:
Alternative examination: Portfolio
The indicated examination type (portfolio) will be offered as an alternative to the examination type that is indicated in the module description. This decision is based on the statutes on deviation from examination regulations in connection with limitation to the examination practice caused by coronavirus SARS-CoV-2 at the Catholic University of Eichstätt-Ingolstadt.
This alternative examination type will be organized as follows:
Students are asked to prepare the following documents: Detailed concept that is elaborated on the given task (word file, 8 pages) and an overview of the concept (power point, 2 slides). Concrete instructions (including criteria for evaluation) will be sent to the registered students on July 6, 2021. The deadline for the submission of the portfolio is August 31, 2021 (12 noon). Students are asked to send their final document in pdf-format to wfi-im@ku.de If you do not accept this alternative examination type, you can only pass the examination in a written form on the next regular date (i.e., summer term 2022).