International Marketing

This course is part of the training Bachelor in Business Management.


Course level
Introductory or advanced

Course prerequisites (start competences)
Principles of Marketing; fundamental knowledge of Marketing
At least student in second year
students are able to do research, make analyses and work on papers, assignments independently
students are able to work in team
students are generally able to adapt to foreign cultures
students are able to contribute to discussions in English
students are able to fluently read and write English
students are willing to learn German and give the German/Bavarian culture a chance
enthusiast, willing to learn
open minded
critical, yet not arrogant
eager to function in a multicultural environment
longing for international experience
willing to give and receive feedback; able to cope with negative feedback
stress resistant
motivated and not easily giving up
having an own opinion, while at the same time being able to listen to others

Course description & goals (final competences)

Firms that do business across borders need to understand how to develop, market and manage global products.
This course provides the knowledge and skills that are necessary to develop and implement marketing strategies and programs in international contexts. It presents an integrative framework for global marketing strategies and broadens the basic marketing “tool kit”. It includes an analytical survey of the culture, institutions, functions, policies, and practices in international marketing.
A key goal of the course is for participants to gain a basic understanding of the mechanisms of international product management. Participants also learn the methodologies for successful international branding, foreign market entry and establishing and maintaining international sales channels.
Because international marketing decisions frequently require collecting, sifting, analyzing and interpreting market data, the methodology of international market research is also emphasized. A goal is to clarify the adjustments required for cultural influences.
The principles of international marketing and market research are integrated and applied with the help of a market research project. Participants select a concrete international marketing case related to product planning, promotion and branding, global sales or export channels. The participants develop market research instruments to help solve the case. The key goal here is to develop the participant’s capacity for independently applying scientific methods to solving international marketing problems.

Table of contents

1. International Aspects of Marketing
What does international mean?
Why are cultural differences an important aspect of Internationalization?
Why do companies internationalize their businesses?
Global Products and Product Planning
Finding Core Competencies
The Marketing Programs
International product definition process
2. The P’s and C’s of International Marketing
Promotion and Branding
Principles of Branding
Designing International Communication Programs
Realizing International Communication Programs
3. Global Selling
Global sales and export channels
International market selection process
Market Entry Strategy
Sales Channels
4. International Marketing Research
Paradigms of Social Research
International Marketing Research
The Nature of Marketing Research
The Marketing Research Process
Research Designs:
Issues in International Research Design
Exploratory Research (Characteristics, Information Types and Sources, Data Collection Methods, Sampling and
Data Analysis)
Descriptive Research (Characteristics, Information Types and Sources, Designing Data Collection Methods,
Applying Data Collection Methods, Sampling, Data Analysis and Presentation)
Experimental Research (Characteristics, Information Types and Sources Designing Data Collection Methods, Applying Data Collection Methods Sampling, Data Analysis and
5. Culture and Consumer Behavior
What is Culture?
The Elements of Culture
Cultural Change
Fundamental Processes
Trends and Perspectives

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