International Marketing (English) - Vorlesung mit Übung
Kursthemen
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In this Moodle course room you will find all relevant information about the International Marketing module.
International Marketing is a discipline that has developed additional theories and models, changed others and detailed some in recent years. To give one example: The classic marketing 4P (product, price, place, promotion) concept is still known in the academic and business context of marketing. Nevertheless for the service industry further 3Ps (people, process, physical environment) are added nowadays. In the business to business industry the academic SAVE framework (Solution, Access, Value, Education) offers an insightful structure for the an advanced application in business.
Therefore, the learning objectives are aimed at enhancing future skills for application in a company in International Marketing. The International Marketing module is designed based on the following pillars:
- Fundamentals of International Marketing: to bridge the gap between concepts known for many years and new concepts in the academic world
- Knowhow on trends and application of trends: we will put a special focus on 'Marketing & Digitalization', 'Sustainability' and 'Digital Business'
- Additional skills such as 'Feedback and Mistake culture', 'Creativity' and 'Digital Presentation' are as well trained in different sessions.
Did I arouse your curiosity? Then take a look around in the moodle course room. You will find more detailed information on the schedule, content and organisational details here.Best regards,
Simone Roth-
With this video I welcome you to the module
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In the news forum I will inform you every week on Saturdays what is new in the module
News start: October 31st, 2020 -
If you have questions that are relevant to everyone, please post here. This discussion forum will send messages to all students in the module. we will answer as soon as possible
- Fundamentals of International Marketing: to bridge the gap between concepts known for many years and new concepts in the academic world
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The module structure consists of three main components:
Fundamentals of International Marketing (F)
Trends - Marketing and Digitalization, Sustainability and Digital Business (T)Skill Cubes - Feedback & Mistake Culture, Creativity, Digital Presentation (SC)
Week by week you will find material to each component in moodle. The material can be a video, an article, a task etc. Please prepare yourself with the material before you come to virtual (or physical) class room.
Main literature sources:
One book - Hollensen - is especially important as literature. Additionally, I recommend one further source in same special fields. Both can be accessed online via the university library. In order to access the online literature, please follow the instructions you find below here in the documents.
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The teaching concept of the Marketing module is designed as an inverted classroom. What does this mean?
In a classic course the module contents are presented in a seminar session and after the seminar you work through the contents individually or with other students. The self-study phase therefore takes place directly after the seminar session or later in preparation for the exam.In the inverted classroom, the learning process is reversed. You receive teaching materials and tasks to prepare yourself for the seminar in advance. Therefore, the self-study phase takes place before the seminar session. The seminar can then be used for interaction, application and exercises. This is the ideal set-up for the project application in our course.=> Each week we will upload materials so that you can prepare for the following week. Please prepare yourself with the material.The material comprises- videos explaining the scripts,
- partly separate knowledge videos for models, as well as
- smaller and larger exercises.
- There are also opportunities for questions and answers in a virtual way (Forum, WebEx etc.)
WebEx Teams plattform:WebEx teams is ideal for active and lively exchange. Just give it a try. We will also discuss this again in the first session.-
You are in your first semester and do not know any fellow students at HRW? You have been at the HRW for a while, but in this course you do not have a group for teamwork? Then post it here.
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To give you a detailed overview on the module timeline you will find the essential dates (week by week schedule) in this section. The timing also reflects the fact that the module is designed as a continuous learning process. With smaller inputs for each week.
- videos explaining the scripts,
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The first date this semester you have the option of deciding whether you want to get to know each other and network in person or digitally.
At the HRW, we have decided on 40 students in the lecture hall with a view to achieving the best possible balance between corona protection measures and face-to-face teaching. As we expect a number of participants in this module greater than 40, the classroom session will take place in two groups.
Group 1 (On campus): 9:00 a.m. to 11:00 a.m.
Group 2 (WebEx): 12:30 p.m. to 2:30 p.m.
Please register for one of the two dates here in Moodle.-
The following overview provides a few insights into our group this semester.
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For all upcoming video conferences you will find the access links here. Scheduled virtual sessions.
Our next appointments
- Nov. 05 (2 to 6:30pm)
- Nov. 27 (9am to 2pm)
- Dec. 17 (2 to 6:30pm)
- Nov. 05 (2 to 6:30pm)
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Here you can find an overview on examination dates and modalities.
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The screencast tutorial covers as well the group recording.
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Sciebo is the cloud service of HRW. Please use Sciebo to upload your screencasts.
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Part 2: Upload Screencast Link/URL
Please upload your screencast here in due time. Submission will be possible until December 10th, 23.59pm
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Under this link, we have made the submissions for exam 2 available to all of you. Feel free to take a look, since this is also relevant for exam 3 in this module.
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Please upload your written report here as pdf (other formats will not be accepted) until January 14th, 23.59pm latest.
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The inserted video 'Fundamentals Overview' gives you an overview of the marketing planning process and explains your task.
Please solve the task by Oct. 8.
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These charts were used for the video.
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Please edit the task you find as a PDF file in Moodle and upload your answer here.
Due date: Oct. 8Please note:
- Upload files in PDF format and respect the guidelines in the task description.
- Upload files in PDF format and respect the guidelines in the task description.
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Here are a few general learnings, tips, and for inspiration, a compilation of the submitted content of as many students as possible on the assignment.
It is a compilation of as many submissions as possible, if your submission is not listed there, it does not mean your submission was wrong. I have picked up the most common mistakes in the tips for improvement. -
After you have developed this first draft, it is now worthwhile to take a look at the new video 'A closer Look on International Strategic Marketing Planning' (total 60 min).It takes a detailed look at
- the situation analysis (macro-, micro and internal analysis)
- the steps from strategy to
implementation in marketing (objectives, target market, positioning)
- the marketing mix (4P concept, 7P concept, SAVE concept)
- the situation analysis (macro-, micro and internal analysis)
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Please find enclosed the slides used in the video.
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A condensed overview on definitions about those essential international Marketing concepts are included here.
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Please solve this task latest by Oct. 23rd
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Here you can find the material on how to give and take feedback that I showed in the live session today.
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Hier finden Sie die Unterlagen, wie man Feedback geben und nehmen kann, die ich heute in der Live Session gezeigt habe.
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Here you can find the charts that are shown in the video.
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You can still participate until Nov. 1st
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These video and corresponding charts are intended to build a first bridge for your project work.
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These charts are intended to build a first bridge for your project work.
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This is a the sciebo link to the keynote video in case you have no access to the 'lernpaket'.
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Here you will find an article I used in the video about digitalization and marketing, which is particularly exciting because of the up-to-dateness of the content.
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This is the published article on the Buyer-Seller Relationship which I referenced in the video.
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Here you can find the slides used in the video about academic models, background and examples of sustainability and CSR
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Here you will find a video with academic models, background information and examples on sustainability and CSR
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Those were the slides I have used in our live session; in the session we covered the above mentioned aspects
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Disclaimer: Please be aware that all material (especially everything that is not available online) was provided confidentially. Please use it exclusively for the processing of your assignment and do not distribute it under any circumstances.
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In preparation for the Q&A session with the project partners from Atlas Copco and Shiseido, you can submit your questions in advance in this Miro Board.
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as announced today, here you will find another prepared Miro Board for another creativity exercise in your team. If you like, feel free to use it.
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