3504064: Going International

Beschreibung

• International Market Environment

• International Market Entry and Development of Markets

• Export Marketing Mix

• Global Marketing Mix

Ziele

In the lecture "Going International", theories and models of internationalisation, various approaches to internationalisation processes, existing views on relevant framework conditions for internationalisation as well as the international marketing mix are clarified or interpreted, resulting in the following learning outcomes and requisite skills:

• To be familiar with the central theories and approaches, the main issues and the limits of international entrepreneurship.
• To trace and apply the progression of internationalisation of business activities starting from theoretical approaches.
• To apply the instruments of international entrepreneurship correctly and in a goal-oriented manner to solve typical problems of internationalisation such as decision processes for market alternatives, selection of the market entry form for various markets, creation of the international marketing mix, evaluation of legal and political framework conditions.
• To independently modify the international marketing mix with respect to product adaptation, pricing, market communication and distribution efficiency in differing markets.
• To gauge the value of programmes for export promotion and to evaluate them in connection with concrete problems.

• To identify business problems in internationalisation and to apply the theories of international entrepreneurship to solve them.
• To subject ideas, concepts, information and issues relating to the internationalisation of undertakings to critical analysis and evaluation and to derive propositions for business activities from them.
• To apply their knowledge of international entrepreneurship and are able to assume responsibility in a team for the internationalisation of an undertaking.

Lehrmethoden

In the interactive lecture, the central theses of International Entrepreneurship are conveyed, and clarified and interpreted using practical applications. In addition, the students deal with case studies on various issues in private study or group work, facilitating an in-depth discussion of the subject matter in class.

Literatur

Required reading

• Hisrich, R.D. (2012). International Entrepreneurship - Starting, Developing and Managing a Global Venture (2. Ed.). Thousand Oaks: SAGE.

• Recommended for the lecture "Going International" are current English-language journal articles. The articles are available to students for downloading from the Moodle.
• Foley, J. (2004). The Global Entrepreneur (2. Ed.). St. Louis: Jamric Press International.
• Czinkota, M. R. & Ronkainen, I. A. (2007). International Marketing (8th ed.). Mason: Thomson Higher Education.

Arbeitsmaterial

Scripts; transparencies; case studies; internet links and sample examinations are available from Moodle.

Kommentar

The students will actively support the data collection and analysis of the research project "Unternehmensnachfolge im internationalen Vergleich - eine Paneluntersuchung".