Trends in International Marketing
level of course unit
first cycle, Bachelor
Learning outcomes of course unit
be able take part in specialist discussions with experts from the field of international marketing;
be able to reflect critically on the commonalities and differences between theory and practice.
prerequisites and co-requisites
Experts will select current case studies from the field of international marketing for discussion. These will be analyzed independently and based on the theory.
recommended or required reading
Aaker, D. A.: Strategic Market Management. 8. ed., New York, 2007.
Becker, J.: Marketing-Strategien. München, 2000.
Chisnall, P. M.: Strategic Business Marketing. 3. ed., New York, 1997.
Etzel, M., Walker, B.J. u. W.J. Stanton: Marketing. 14. ed., Boston, 2007.
assessment methods and criteria
Written exam and/or scientific paper and/or presentation
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
Prof. (FH) Dr. L. Uwe Heil
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery