| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
FS201368 |
| Semester |
Frühjahrssemester 2020 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Di, 03.03.2020, 12:15 - 14:00 Uhr
Di, 10.03.2020, 12:15 - 14:00 Uhr
Di, 17.03.2020, 12:15 - 14:00 Uhr
Di, 24.03.2020, 12:15 - 16:00 Uhr
Di, 31.03.2020, 12:15 - 16:00 Uhr
Di, 05.05.2020, 12:15 - 14:00 Uhr |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly |
| Inhalt |
This course provides an introduction to Global Marketing. The goal of the course is to enable students to appreciate the complexity, challenges, and opportunities in the context of marketing across borders. After an introduction to recent global developments, and the process of internationalization in firms, we will cover theories of firm internationalization, market segmentation approaches, levels of customer culture, market entry mode decisions, and the international marketing mix. In this latter context, we will discuss in depth a firm’s decision to standardize or adapt its marketing mix across boundaries. Students will see that the international marketing decision-making process requires rigorous analysis of the global environment and the internal resources of the company.
Besides classical lecture parts, this course will also feature a number of case studies from a broad range of countries and industries to illustrate the practical implications and relevance of the conceptual frameworks and theories. |
| Lernziele |
On completion of this course, students will have gained substantial knowledge about five key stages of management decisions connected with global marketing:
1. The decision whether to internationalize as a firm.
2. Deciding which markets to enter.
3. Market entry strategies.
4. Designing the global marketing program.
5. Implementing and coordinating the global marketing program
Based on this new knowledge, students will develop the capacity to apply the conceptual and theoretical frameworks from the lectures to analyze actual international marketing scenarios, and to develop solutions for a broad range of marketing challenges. |
| Voraussetzungen |
Previous attendance of «Marketing Management» is recommended. |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 3 to 28 February 2020. The students themselves are responsible for checking the creditability of the course to their course of study.
Direct link to OLAT course: https://lms.uzh.ch/url/repositoryentry/16703095002 ATTENTION: As this is a group work, the binding UniPortal registration will be brought forward. It takes place at the same time as the OLAT registration (until February 28, 2020). The UniPortal registration at the beginning of the semester is mandatory for this seminar so that the credits can be credited. It is no longer possible to cancel your registration after the end of the second week of the semester. |
| Abschlussform / Credits |
Group presentation (40%) In-class participation (20%) Individual report (40%) / 4 Credits
|
| Hinweise |
none |
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Literatur |
The core textbook for this course is Hollensen (2017): Global Marketing, 7th Edition, Pearson. Additional references will be announced at the start of the course. |