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International Marketing PDF Print E-mail

Teaching method

The course conveys the knowledge of international marketing and international marketing research through reading assignments, lectures and discussions.
Research is integrated with marketing concepts through comprehensive projects involving concrete marketing problems drawn from real life. The projects are performed in groups using the methodology of self-organized learning.
In order to guarantee that the theoretical knowledge is successfully integrated and applied to the project planning and implementation, project coaching sessions are held periodically. During these sessions, the participants present their selected marketing problems, the research design for solving the problem and a status report on the project. The instructors provide feedback, point out errors and suggest possibilities for optimizing the complete concept.
Through the project the participants develop valuable marketing research skills. In particular, self confidence, the ability to solve international marketing problems and the capacity for independent thought and applying the scientific method are advanced. In addition, the project improves the participants’ teamwork skills and their ability to realistically estimate their own abilities.  

Course material

Burns, A. C., Bush, R. F., Marketing Research, 5th ed., Upper Saddle River, Prentice Hall (2006)
Kotler, P., Marketing Management, 12th ed., Upper Saddle River, Prentice Hall (2006)
Blackwell, R. D., Miniard, P. W., Engel, J. F., Consumer Behaviour, 9th ed., Fort Worth, South Western College Publishing (2000)
Hollensen, S., Global Marketing, Harlow, Prentice Hall (2004)
Lewis, R. D., When cultures collide, London, 3rd ed., Brealey
Publishing (2006)
Solomon, F., Bamossy, G., Askegaard, S., Consumer Behaviour, A European Perspective, 2nd ed., Harlow et al., Pearson (2002)
Aaker, D. A., Kumar, V., Day, G. S., Marketing Research, 7th ed., New York et al., John Wiley & Sons (2003)


Written report: international marketing project

Any retake of the courses is generally only possible during the period of July 8 – July 31 following the winter term in which the RIBA courses have been taken the first time. Individual arrangements may only be fixed in direct contact between and mutual agreement of the failing students and the responsible lecturer. (Both the academic and institutional coordinators (Prof. Dr. Nagengast and Dr. von Randow) have to be informed.)

Information lecturer
Prof. Dr. Christian Zich
Prof. Dr. Rainer Waldmann

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