International Business Studies PT
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Trends in International Marketing

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students will:
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

not specified

course contents

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


course-hours-per-week (chw)


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

3rd year

recommended optional program components

not specified

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable