Marketing III (International Marketing)

SS 2017

Time and room

Lecture  (Prof. Dr. Sander):
Tuesday, 15:15-16:45, A702

Tutorial:
Group A: On Thursdays, 08:15 – 09:45 (every two weeks) G307
Group B: On Thursdays, 08:15 – 09:45 (every two weeks) G307

Exams:

First date: Monday, 07.08.2017,  11:30-13:00, A701
Second date: Friday, 06.10.2017, 14:30-16:00, A703

Post exam review: Monday, 11.09.2017, 10:00 - 11:00 in G203

Post exam review (second date): Tuesday, 14.11.2017, 11:00 - 12:00 in F340

Description

In this course, the main features of transnational marketing are presented. Emphasis is placed upon the analysis of the international application of individual marketing instruments (e.g. the problem of grey markets", spill-over effects of the international use of advertising, the main features of media layout). In addition, the course shows how individual marketing instruments can be combined to form an international marketing mix.

Foundational literature

  • M. Sander: Internationales Marketing-Management (5. Auflage), Berlin, u.a. 2016, (zus. mit R. Berndt, C. Fantapié Altobelli)
    (More information)

Further literature

  • Berndt, R., Fantapié Altobelli, C., Sander, M. (1997): Internationale Marketing-Politik, Berlin et al.
  • Hermanns, A., Wissmeier, U.K. (eds) (1995): Internationales Marketing-Management, Munich
  • Hünerberg, R. (1994): Internationales Marketing, Landsberg a. L.
  • Macharzina, K., Oesterle, M.-J. (eds): Handbuch Internationales Management, latest edn., Wiesbaden
  • Meffert, H., Bolz, J.: Internationales Marketing-Management, latest edn., Stuttgart, Berlin, Cologne
  • Perlitz, M.: Internationales Management, latest edn., Stuttgart, Jena
  • Sander, M. (1997): Internationales Preismanagement, Heidelberg
  • Streich, M. (1997): Internationale Werbeplanung. Eine Analyse unter besonderer Berücksichtigung der internationalen Werbebudgetierung, Heidelberg

Teaching materials

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