| Dozent/in |
Prof. Dr. Christina Sichtmann |
| Veranstaltungsart |
Vorlesung |
| Code |
HS261069 |
| Semester |
Herbstsemester 2026 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Mi, 16.09.2026, 08:15 - 12:00 Uhr, HS 3
Mi, 30.09.2026, 08:15 - 12:00 Uhr, HS 3
Mi, 21.10.2026, 08:15 - 12:00 Uhr, HS 3
Mi, 04.11.2026, 08:15 - 12:00 Uhr, HS 3
Mi, 11.11.2026, 08:15 - 12:00 Uhr, HS 3
Mi, 18.11.2026, 08:15 - 12:00 Uhr, HS 3
Mi, 09.12.2026, 08:30 - 10:00 Uhr, HS 5 (Prüfung) |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
bi-weekly |
| Inhalt |
The course seeks to provide an overview of key concepts and analytical techniques of global marketing and illustrate its role in the global economy. The course enables students to appreciate the complexity, challenges, and opportunities in the context of marketing across borders. After an introduction to recent global developments, and internationalization decisions 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, the course’s core focus will be on 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 six 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. The timing of market entry.
4. Market entry strategies.
5. Designing the global marketing program.
6. Implementing and coordinating the global marketing program
Based on this new knowledge, students will develop the capacity to apply the conceptual and theoretical concepts 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 |
Binding registration takes place via the UniPortal; see notes below in the «Proof of Performance» field.
For course information and materials, registration on the OLAT e-learning platform is required from 31 August – 25 September 2026. The students themselves are responsible for verifying the course’s creditability towards their degree program.
Direct link to the OLAT course: https://lms.uzh.ch/url/RepositoryEntry/17903616248 |
| Leistungsnachweis |
***IMPORTANT*** To receive course credit and earn academic credits, registration via the Uni Portal within the regular exam registration period (29 October – 12 November 2026) is MANDATORY.
Late registrations and withdrawals will not be accepted. Once the registration period has ended, participation in the course is MANDATORY. If the course is not completed without a valid reason and without proper withdrawal (including supporting documentation; see the Exam Guidelines), the course will be considered failed (grade 1). |
| Abschlussform / Credits |
Multiple Choice / Individual or group presentation / 3 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
christina.sichtmann@doz.unilu.ch |
| Literatur |
Mandatory literature: Hollensen, S. (2020): Global Marketing, 8th ed., Pearson.
Additional references will be announced at the start of the course. |