Prof. Dr. Yasemin Boztuğ
International Marketing, Winter Semester 2014/2015
Lecturers:
Prof. Dr. Yasemin Boztuğ
Dr. Steffen Jahn
Teaching Assistant:
Melissa Rymer, MBA
Target Group:
Bachelor Students, Erasmus Students, Business and Economics
Learning Objectives:
After successful attendance the students should understand the foundations of international marketing as
well as the diverse environments of global markets. Moreover, they should be able to assess global
marketing opportunities and develop international marketing strategies.
Overview of Module Contents:
Introduction to International Marketing, Social & Cultural Environments, Political Legal & Regulatory
Environments, Assessing Global Marketing Opportunities, International Marketing Strategy, Country
Selection, Market Entry Modes, International Marketing Mix, Branding Across Cultures.
This course conveys theoretical knowledge enriched by case studies.
Place & Time:
Weds. 14:15 - 15:45
Fri.
10:15 - 11:45
ZHG 003
ZHG 004
Deliverables:
Exam: 90 minutes (6 credits)
Weds. 17.12.2014 from 14:00 to 16:00 in ZHG 101.
Literature:
Cateora, P.R., et al., (2013)
International Marketing
16th Edition. New York, NY: McGraw-Hill.
ISBN: 978-0073529974
Keegan, W.J. (2014)
Global Marketing Management
8th Edition. Essex: Pearson.
ISBN: 978-0-273-76868-5
Platz der Göttinger Sieben 3
37073 Göttingen
Tel. +49 (0)551 / 39-7328
Fax +49 (0)551 / 39-5849
boztug@wiwi.uni-goettingen.de
Prof. Dr. Yasemin Boztuğ
International Marketing, Winter Semester 2014/2015
Schedule:
Lecture
Date
Topic
1
22.10.14 Introduction to International Marketing Pt. 1
2
24.10.14 Introduction to International Marketing Pt. 2
3
29.10.14 Introduction to International Marketing Pt. 3
4
31.10.14 Social & Cultural Environments
5
05.11.14 Political, Legal & Regulatory Environments
6
07.11.14 Assessing Global Market Opportunities
7
12.11.14 Approaching International Markets
8
14.11.14 Country Selection
9
19.11.14 Market Entry Strategies
10
21.11.14 4 P’s of International Marketing Pt. 1
11
26.11.14 4 P’s of International Marketing Pt. 2
12
28.11.14 Branding Across Cultures
13
03.12.14 Current Topics in Int. Marketing Research
14
05.12.14 Exam Review
17.12.14 Exam
Platz der Göttinger Sieben 3
37073 Göttingen
Assignments
A1. Reflection on Market Entry
A2. Tesco Case Study
A3. 4Ps Strategy Proposal
14:00 – 16:00, ZHG 101
Tel. +49 (0)551 / 39-7328
Fax +49 (0)551 / 39-5849
boztug@wiwi.uni-goettingen.de