Detailed information about the course / exam 
This course/examination is part of the module(s) listed below. Please check the relevant examination regulations to determine whether a module is classed as a compulsory, elective compulsory, or elective module in your degree program. The learning objectives are given in the module description, which can be viewed by clicking on the module number.

Module number (link to module description) Module title Module coordinator ECTS credits for module
Global Marketing Management
Gelbrich, Katja

Course no.: Exam no.:
Course title: Exam title:
Global Marketing Management
Language of lesson:
4/24/2019 - 7/10/2019
Wirtschaftswissenschaftliche Fakultät
Lecturer: Examiner:
Gelbrich Katja
Exam type:
final semester examination
Exam mode:
Max. number of participants:
0 unlimited
Type of studies:
Learning objectives:
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.
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
Other communication instruments

Part E: International distribution policy
Sourcing, logistics, & distribution
Recommended prerequisites:
Lecture "Principles of Marketing"
Lecture "International Business"
E-learning offer (URL):
Hollensen, S. (2013): Global Marketing: A decision oriented approach, 6th Ed., Prentice Hall.
Kotabe, M. & Helsen, K. (2014): Global Marketing Management, 6th Ed., Wiley.
Further literature will be announced in class.
Teaching and learning formats/course types:
Registration from… to:
3/12/2019 -
Last possible date of deregistration:
All course material including this syllabus can be downloaded from ILIAS.
Scheduled event/examination dates 
Date / Time Room Lecturer Comment
Wed 24.04.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 08.05.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 15.05.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 22.05.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 29.05.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 05.06.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 12.06.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 19.06.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 26.06.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 03.07.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja
Wed 10.07.2019 08:00 - 10:00 AM NB-301 Gelbrich, Katja