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Contents

  • The international marketing environment: economic, political-legal and cultural environmental factors
  • STP (Segmentation, Targeting, Positioning) market selection, the most important market selection criteria
  • Multinational marketing, marketing mix decisions
  • Price and distribution policy in international marketing
  • Product and brand policy, global brands, product innovation
  • Product and service quality, the GAP model
  • Marketing communication, communication mix, elements of the communication mix, advertising, online advertising, online advertising on the websites of companies with global brands
  • Changes and new trends in communication and advertising policy
  • Cultural dimensions in international marketing, corporate culture, interculturality
  • Current trends and alternatives in international marketing and marketing communication

Learning objectives

During the course, students will learn the most important guidelines and business decisions in international marketing, focussing on international marketing communication mix, marketing communication activities, culture and interculturality.
As part of the course, students are required to give a PPT presentation on a selected topic in the form of a group presentation.
By participating in the course, the students' presentation skills and knowledge of marketing activities in international marketing can be expanded.

The event

International Marketing (course number 22754) is offered in the summer semester for the Master's degree programme in Business Administration and the Bachelor's degree programme, 2nd study phase as a block course by Dr Judith Mátyás, our guest lecturer from the University of Pécs, Hungary.

Applicability

The course can be included as a constrained elective in the form of a combined module, together with "Special Marketing Trends", in the specialisation module groups "Marketing" (PO 2015) or "Marketing Management and Innovation" (PO 2021) (total 6 ETCS).

The course can also be included as an elective subject in the elective module groups (3 ETCS).

Double enrolment with the BVU course "International Marketing" in the specialisation module group or the elective courses in is excluded.

Date of the block course

  • 30 June to 04 July 2025

  • Monday - Friday, 14:00 - 18:00

  • will be offered in presence

The course is completed with an oral examination / presentation (40% of the overall grade) and a written assignment (60% of the overall grade). If you successfully pass the module, you will receive 3 ETCS.

Requirements for participation is the successful completion of the module "Marketing" ("Fundamentals of Marketing, PO 2015).

The syllabus, material and information about the course will be made available to you on Grips.


Course registration

Registration takes place via SPUR

  • Registration: 27.01.2025 until 18.05.2025
  • Allocation of places: 19.05.2025
  • Remaining places with waiting list: 20.05.2025

Please cancel your registration if you do not need your place so that students from the waiting list can move up! During the remaining place allocation phase, registration leads to course admission.

You will receive access to the Grips course by e-mail

  • when places are allocated
  • on request during the remaining places allocation phase

Enquiries via sigm​(at)​ur.de (opens your email program).


Exam registration

Students of the University of Regensburg:

Please do not forget to register for examinations via FlexNow (external link, opens in a new window).

Registration period: 20.05.2025 - 16.06.2025

Deregistration period: 20.05.2025 - 27.06.2025

Erasmus/exchange students

Registration period: 27.01.2025 - 27.06.2025

Please register for the exam by e-mail to the secretary's office, sigm​(at)​ur.de! (opens your email program)


Literature

Becker, J. (2002). Marketing conception. Munich: Franz Vahlen. Bruhn, M. & Meffert. H. (Eds.). (2001). Handbook of service management. From strategic conception to practical implementation. Wiesbaden: Gabler.

Bruhn, M. (2004). Quality management for services. Basics, concepts, methods. Berlin: Heidelberg, New York: Springer.

Dietrich, F. O. - Schmidt-Bleeker, R. (2013). Narrative Brand Planning, How brands become real heroes. Berlin, Heidelberg: Springer.

Etzold , V. - Ramge, T. (2014): Equity Storytelling: Think - Tell - Sell: Increasing corporate value with the right story. Wiesbaden: Springer Gabler.

F?rster, A. - Kreuz, P. (2003). Ideas and concepts for your market success. Marketing Trends. Wiesbaden: Springer Gabler.


Frenzel, K. - Müller, M. - Sottong, H. (2004). Storytelling. The Harun al-Raschid principle. Utilising the power of storytelling for the company. Munich, Vienna: Hanser.
Gallo, C. (2011). Convince like Steve Jobs. The secret of his presentation success. Munich: Ariston.


Ghauri, P. - Cateora, P. (2006). International Marketing. McGraw-Hill, Berkshire.
Hacki, R., Lighton, J. (2001). The future of the networked company. The McKinsey Ouarterly, N. 3.

Hollensen, S. (2011). Global Marketing. Pearson. International Edition. Kotler. P. & Keller, K. L. (2012). Marketing Management. Pearson. International Edition.

Sammer, P. (2014). Story-telling. The future of PR and marketing. Cologne: O'Reily.


Thier, K (2010). Storytelling. A method for change, brand, quality and knowledge management. Berlin, Heidelberg: Springer.

Vossen, K. - Reinhardt, F. A. (2002). Future markets. What marketing should know about the customer of the future. Düsseldorf, Berlin: Metropolitan.


Zeithaml,V. A., Berry, Leonard L. & Parasuraman, A. (1996). The Behavioural Consequences of Service Quality. Journal of Marketing, 60, 31-46.


Internet sources:

Budde, L. (2015): The biggest online marketing trends, http://t3n.de/news/online-marketing-trends-2015-582951/ (external link, opens in a new window)

Hoffmann, K. (2015): What makes your content strategy successful?

www.kerstin-hoffmann.de/pr-doktor/2013/09/25/erfolg-contentstrategie/ (external link, opens in a new window)
http://www.beys.de/ (external link, opens in a new window)

http://www.famefact.com/social-media-beratung/online-marketing-beratung/storytelling/ (external link, opens in a new window)

http://www.geerthofstede.com/ (external link, opens in a new window)

http://geert-hofstede.com/countries.html (external link, opens in a new window)

http://geerthofstede.nl/culture.aspx (external link, opens in a new window)

https://www.marketinginstitut.biz/blog/storytelling-die-erfolgreichsten-storytelling-kampagnen/ (external link, opens in a new window)

medium.com/mac-life/storytelling-expert-petra-sammer-steve-jobs-is-the-classic-hero-figure-492bd179bf02 (external link, opens in a new window)

http://www.spiegel.de/wirtschaft/unternehmen/ethnomarketing-agenturen-umwerben-die-tuerkische-zielgruppe-a-1023915.html (external link, opens in a new window)

http://veit-etzold.de/storytelling-warum-storytelling/ (external link, opens in a new window)

http://wirtschaftslexikon.gabler.de/Definition/internationales-marketing.html (external link, opens in a new window)

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