INTERNATIONAL MARKETING

Transcription

1 INTERNATIONAL MARKETING SUMMER SEMESTER 2014 Fachhochschule Münster Dr. rer. pol. habil. Thomas Baaken M.Sc. PhD (c) Victoria Galán Muros M.A. PhD(c) Sue Rossano Rivero

2 1. COURSE INFORMATION a. Timetable Date Time Room 12 th March 12:30 15:45 FHZ B th March 16:00 19:15 FHZ B th March 12:30 14:00 FHZ B th March 12:30 14:00 FHZ B406 2 nd April 12:30 14:00 FHZ B406 2 nd April 14:15 15:45 FHZ D506 9 th April 12:30 15:45 FHZ D th April 12:30 14:00 FHZ B406 b. Topics Date Topic Lecturer 12 th March Presentation of the Course Galán-Muros 1. International Marketing Environment 2. International Marketing Basics 13 th March 3. International Marketing Selection Galán-Muros 4. The sociocultural environment 19 th March 5. International Marketing Strategies Rossano 26 th March 6. International Market Research Methods (I) Baaken 2 nd April 7. International Market Research Methods (II) Baaken/Rossano 8. Organisational Forms of International Business 9 th April 9. International Marketing Mix Product and Price Galán-Muros 10. International Marketing Mix Communication and Distribution 30 th April Case study and review session Rossano c. Assessment criteria Final exam: 100% Date to be announced by the Prüfungsamt later in the semester

3 d. Lecturers COURSE LEADER Prof. Dr. rer. pol. habil. Thomas Baaken Prof. Thomas Baaken (PhD) holds a position as Tenure Professor in Marketing at the Münster University of Applied Sciences MUAS ( since He established a major particularly in Businessand Science-to-Business Marketing ( Thomas Baaken lectures in Graduate and Post Graduate programs at number of other Universities e.g. at Technical University of Berlin, Germany; VU Vrije Universiteit Amsterdam, NL; The University of Adelaide, Australia; Christ University in Bangalore, India. A number of PhDs have been supervised by him. In 2002 he created the Science-to-Business Marketing Research Centre, which is creating Marketing Strategies for Research. The Centre and the University have been awarded in 2007 by the German Government and the Initiative of German Industry for Sciences as best practice for its unique and most successful University-Industry Interaction approach. COURSE LECTURERS M.Sc. Phd (c) Victoria Galán Muros Victoria has two undergraduate degrees from the Universidad de Granada (Spain) in Business Management and also Market Research and Marketing, holds a master degree in Social Research Methods (MSc) from the London School of Economics (United Kingdom) and she is currently finishing her PhD about University- Business Cooperation in the Vrije Universiteit Amsterdam (The Netherlands). She was the lead-researcher in the largest European study completed in this area, with numerous speeches as keynote speaker. Previously lecturer and researcher in the University of Granada (Spain), Victoria is currently lecturer in Marketing within the Fachhochschule Münster (Germany) and coordinator of international research projects with Latin America (D-PoLiTaTe and UniTransfer) at the Science-to-Business Marketing Research Centre. Victoria has teaching and research experience in nine universities and seven different countries, whilst also has experience in the private sector, presently being Communication and Marketing Director of University- Industry Innovation Network (UIIN) and Managing Editor of University-Industry Innovation Magazine (UIIM). M.A. PhD (c) Sue Rossano Rivero Sue has a degree from Northwood University of Michigan (U.S.A) in International Business Management and minor in Economics. She holds a Master degree in Electronic Commerce (M.A.) from the Graduate School of Business from Tec de Monterrey (México) and she is currently a PhD candidate at the Vrije Universiteit Amsterdam (The Netherlands) on the topic of Intrapreneurship in Research Organisations. Sue is currently lecturer in Marketing within the Fachhochschule Münster. She works in international research projects with Latin America, (D- PoLiTaTe) at the Science-to-Business Marketing Research Centre. Sue has previously worked as a lecturer in Economics, Entrepreneurship, Multicultural Education and Character Education at Tec de Monterrey University (México). She was the director of the Multicultural Education program at Tec de Monterrey, Campus Toluca. Sue has also experience in the industry as an Operations Analyst for General Motors de México, and as a customer liaison between ABX Logistics and General Motors (U.S.A.)

4 2. WORKING OF THE LECTURES ATTENDANCE: Attendance to lectures are not compulsory but highly recommended PUNCTUALITY: You can decide either to come or to stay home, but once you attend the lecture, please, arrive always on time! o If you can t arrive on time due to justified reasons, try to not disturb when entering the room. PARTICIPATION: o Attendance Participation o Be accurate o Be creative o Listen to the others and respect your classmates o Think about your answer but do not be afraid of being wrong, sometimes there are no correct-incorrect answers o Share your own experiences if you think it can contribute to the discussion o Don t limit your answers just to Marketing. This is a very wide topic! INTEREST: lectures only will work if you show interest on the topic o Ask questions to make sure you understood everything o Listen actively and think of what the lecturer is talking about o Be critical, sometimes you may have a different opinion TEXT BOOK There is no specific textbook for the course, the presentations are a mix or material from different textbooks, as the topic is really broad and we are dealing with a much summarized version of it. If you understand everything and complete them with the discussion we have during the lectures, then you will be able to do a good exam. Each chapter has one or a few recommended textbooks and at the end of this document you will also find a comprehensive list. If you have any doubt you can always ask the lecturer.

5 References Bruns, J. (2003): Internationales Marketing, 3. Auflage, Friedrich Kiehl Verlag, Ludwigshafen (Rhein). Hünerberg, R. (1994): Internationales Marketing, Verlag Moderne Industrie, Landsberg. Knight, G.A. (1995): Educator insights: International marketing blunders by American firms in Japan: Some lessons for management. In: Journal of International Marketing, 3(4), S Meffert, H. (2000): Marketing. Grundlagen marktorientierter Unternehmensführung. Konzepte Instrumente Praxisbeispiele. 9., überarbeitete und erweiterte Auflage, Gabler, Wiesbaden. Bauer, Erich (1997): Internationale Marktforschung, 2. Auflage, Oldenbourg Verlag, München. Berekoven, Ludwig/Eckert, Werner/Ellenrieder, Peter (2001): Marktforschung. Methodische Grundlagen und praktische Anwendung. 9., überarbeitete Auflage, Gabler, Wiesbaden. Bruns, Jürgen (2003): Internationales Marketing, 3. Auflage, Friedrich Kiehl Verlag, Ludwigshafen (Rhein). Meffert, Heribert (2000): Marketing. Grundlagen marktorientierter Unternehmensführung. Konzepte Instrumente Praxisbeispiele. 9., überarbeitete und erweiterte Auflage, Gabler, Wiesbaden. Rogge, Hans-Jürgen (1992): Marktforschung, Hanser Fachbuch, München. Mulhern, Frank J. (2010): Criteria for Evaluating Secondary Data. Wiley International Encyclopedia of Marketing, John Wiley & Sons, Ltd, New York. Mühlbacher, H. (1995): Internationale Produkt- und Programmpolitik, in: Hermanns, A./Wißmeier, U.K. (Hrsg.): Internationales Marketing-Management Grundlagen, Strategien, Instrument, Kontrolle und Organisation, München, S Sander, M. (1997): Internationales Preismanagement. Eine Analyse preispolitischer Handlungsalternativen im internationalen Marketing unter besonderer Berücksichtigung der Preisfindung bei Marktinterdependenzen, Heidelberg. Sauter, M. (2001): Internationale Markteinführung technologischer Innovationen eine Management-Konzeption, Aachen. Stahr, G. (1993): Internationales Marketing, 2, Auflage, Ludwigshafen.