Time and room
Lecture (Prof. Dr. Sander):
The course in the winter semester of 2020/2021 will be conducted in digital form. The corresponding documents will be provided in the section "Materials" from CW 45 (2nd to 8th November 2020). These files are protected by copyright. Therefore, publication and transfer to third parties is prohibited. The publication schedule can be found here.
Note: the lecture files differ in size due to digital teaching allowing course elements of the same topic to be joined (in contrast to presence teaching, which is scheduled in time slots).
Tutorials:
The exercise content will be provided as PowerPoint presentations with voice over in the section "Materials". These files are protected by copyright. Therefore, publication and transfer to third parties is prohibited. An overview over the publication dates can be found here.
Exams:
First date: Tue, 16th February 2021, 18.00 – 19.30, room: R712
Second date: Sa, 27th March 2021, 11.30 – 13.00, room R513.
Note: Please attend at least 20 minutes early to the exam for admission controls. Student and photo ID are required for participation! You are kindly asked to take note of the provisions for participation in on-campus exams in the spring of 2021!
Registration Periods:
First date: 19.01. – 25.01.2021
Second date: 16.03. – 22.03.2021
Exam review:
First and second date: cancelled (no registrations).
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 Marketingmanagement (6th edition)
Berlin, et. al. 2020, (together with R. Berndt, C. Fantapié Altobelli)
(Further information)
Further Literature
- Hermanns, A., Wissmeier, U.K. (Hrsg.) (1995): Internationales Marketing-Management, Munich
- Hünerberg, R. (1994): Internationales Marketing, Landsberg a. L.
- Macharzina, K., Oesterle, M.-J. (Hrsg.): Handbuch Internationales Management, newest edition, Wiesbaden
- Meffert, H., Bolz, J.: Internationales Marketing-Management, newest edition, Stuttgart, Berlin, Köln
- Perlitz, M.: Internationales Management, newest edition, Stuttgart, Jena
- Sander, M. (1997): Internationales Preismanagement, Heidelberg
- Streich, M. (1997): Internationale Werbeplanung. Eine Analyse unter besonderer Berücksichtigung der internationalen Werbebudgetierung, Heidelberg
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