International Management/Marketing
Lecture Content
Part I: Conceptual Essentials
Class 1: Introduction to International Management: Globalization, Localization, Diversity,
& Interdependencies: Dynamics of Country Markets & Coordination Challenges
Part II: Going International
Class 2: Global Market Entry (Market Selection), International Market Research, & International
Market Segmentation
Class 3: International Diffusion, Timing of Country Entry & Exit
Part III: Being International
Class 4: International Marketing Mix I
Class 5: International Marketing Mix II (Distribution & Communication); International
Budgeting
Part IV: Application of Knowledge
Class 6: First Case - Lincoln Electric (Issue: Market entry to Asia (India), Mode of Entry, Labor
Practices)
Class 7: Second Case - Caterpillar Tractor (Issue: Globalization, Strategy, & Int’l Competition in
emerging markets)
Class 8: Third Case - Gillette Indonesia (Issue: Market Development, Product Line & Distribution)
Class 9: Fourth Case - Mary Kay Cosmetics (Marketing-Mix for Mature vs. Emerging Markets;
Japan vs. China)
Class 10: Optional: External Speaker & Discussion; International Marketing Organization
Information and Time
Lecture
Time and Date of our lecture will be announced here.
Tutorial
Time and Date of our tutorial will be announced here.
Examination Dates
You will find the date here: "Aktuelles"