Detailinformationen zur Lehrveranstaltung / Prüfung 
Bereits beendet
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Modulnummer (Link zur Modulbeschreibung) Modulbezeichnung Modulverantwortliche/r ECTS-Punkte
Global Marketing Management
Gelbrich, Katja

Lehrveranstaltungsnummer: Prüfungsnummer:
Lehrveranstaltungsbezeichnung: Prüfungsbezeichnung:
Global Marketing Management
24.04.2019 - 10.07.2019
Federführende Fakultät:
Wirtschaftswissenschaftliche Fakultät
Dozierende/r: Prüfer/in:
Gelbrich Katja
Art der Prüfung:
Max. Teilnehmerzahl:
0 unbegrenzt
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
Empfohlene Voraussetzungen:
Lecture "Principles of Marketing"
Lecture "International Business"
eLearning-Angebot (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.
Lehr- und Lernformen/Veranstaltungstypen:
Anmeldung von - bis:
12.03.2019 -
Abmeldung möglich bis:
Bereits beendet
All course material including this syllabus can be downloaded from ILIAS. Important information: Type of course: Lecture and tutorial (here you can choose one of the two tutorial groups)
Eingeplante Veranstaltungs-/Prüfungstermine 
Datum / Zeit Raum Dozent Kommentar
Mi 24.04.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 08.05.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 15.05.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 22.05.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 29.05.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 05.06.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 12.06.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 19.06.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 26.06.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 03.07.2019 08:00 - 10:00 NB-301 Gelbrich, Katja
Mi 10.07.2019 08:00 - 10:00 NB-301 Gelbrich, Katja