Description of Module Code VI.1.5. Title of Module MKT5 / IBM 5 International Marketing Project Significance of Module for the Goals of the Study Course Qualification Goals (vgl. Leitfaden Punkt 3) The objectives of the course are to develop the following skills: working in intercultural teams, linking information from different sources (professors from various subjects and cultures and from various company representatives) to enhance critical thinking, working under time pressure, making presentations, writing academic papers with a practical approach, understanding how a company in a foreign country operates. The field of international marketing is becoming more and more important. It is constantly being crossfertilized by perspectives from many different disciplines. This module will provide a comprehensive, lively, contemporary and practical introduction to international marketing and will cover the diversity of global values, popular culture, lifestyles and industries and their role and relationship in formulating marketing and management strategies in detail. The global orientation will be accomplished by the academic input from the teachers and by the multicultural nature of the project having students from different cultures who are working together for three intensive weeks. The students will learn how to cope with challenges in the global marketplace, as well as the implications and problems of carrying out business strategies and tactics in different countries. Teaching Methods (vgl. Leitfaden Punkt 5) A few sessions during the semester for making presentations on selected marketing and management topics and handing in a report plus a 3-week tour to our French partner university in May/June with lectures from different professors and company representatives, group work sessions with German, US-American and French students. Please see www.hfwu.de/best Requirements for Participation Knowledge, skills, competencies Preparation for the module Basics in Marketing, interest in different cultures, basic knowledge of MS Word, MS power point, MS Excel, presentation skills in English language, willingness to work in cross-cultural teams, global mindset Lecture slides on neo, Reading list on neo Practicability of Module Relationship to other modules within this study course Relevance to other study courses Marketing Concentration in Economics, Automotive Management, Health and Tourism Management, Real Estate Management, Energy and Resource Management; others upon request Contribution of the Module to Sustainable Development Module description valid from winter semester 2012/13 Page - 1 -
Ethics in Marketing, respect for people from different cultures (through teamwork with students from partner universities), visits to companies with a focus on renewable energy and/or organic products Exam Requirements (necessary for the awarding of points) Type and Duration (min) Weighting % K (60) StA 30% K (60 minutes written exam): 70% StA: reports (one long at home, 2-4 shorter ones abroad), presentations (one long at home, one short abroad), group work in intercultural teams Module description valid from winter semester 2012/13 Page - 2 -
Organization Responsible for Module Prof. Dr. Iris Ramme Type of Module Wahlfach Admission Criteria restricted number of participants; application deadline Nov 30 th, letter of motivation, proof of English language skills, first instalment paid Recurrence yearly ECTS Points 8 Workload Anzahl ECTS-Punkte x 25 Stunden = 200 h, mit der folgenden Aufteilung Duration 1 Semester Weekly Attendance 6 Attendance/Contact Hours 70 h/ 35% Structure Preparation/Homework/Self-Study 20 h/ 10% Time for Exercises/Group Work 110 h/ 55% Module Element VI.1.5.1 International Marketing Project Module description valid from winter semester 2012/13 Page - 3 -
Description of the Module Element Code VI.1.5.1 Title of Module Element International Marketing Project Structure Qualification Goals (vgl. Leitfaden Punkt 3) Welche auf die konkreten Inhalte bezogenen Kenntnisse, Fertigkeiten, Kompetenzen sollen erworben werden? Bitte färben sie den jeweiligen Kasten ein. Know-how Knowledge Skills Competencies Subject System Self Social Subject: International Marketing (Entry Strategies, 4Ps in an international context), French language, EU cluster policy, specific information on France, Germany and USA (PESTEL) System: Marketing in an international context, management strategies in France (small, medium and large companies in different industries), HR problems in French companies, IT (visit of IT companies), intercultural management by working with students from other countries Self: The tours as a social process of getting to know each other and how to live and work closely together with people who have never met before Social: in group work sessions during the 3-weeks-stay the students have to apply their knowledge which is very different since the students have different backgroudns in terms of study subjects, work experience, culture, age and maturity Teaching Forms (vgl. Leitfaden Punkt 5) Focus of the lectures is very diverse through different professors (subject areas and culture) and various company representatives. The students learn how to think critically and how to link information from different sources. Visiting several companies in a different country and analyzing their applications of theories and techniques will take a multi-national and multi-disciplinary approach to the discussion of global marketing theory. Teaching Methods (vgl. Leitfaden Punkt 6) Academic skills: writing a report; presentations skills: making a presentation; social skills: working in intercultural teams during group work sessions; subject related knowledge through presentations by professors and company representatives; enhancing knowledge beyond business: visits of cultural and historical sites Literature/Learning Materials Masaaki Kotabe, Kristiaan Helsen: Global Marketing Management, John Wiley & Sons Inc; 5 th ed. 2010 Svend Hollensen: Global Marketing: A Decision-Oriented Approach, Pearson, 6 th ed. 2013. Kate Gillespie, Jean-Pierre Jeannet, H. David Hennessey: Global Marketing, South Western Educ Pub, 3 rd ed., 2011 Presentations of the companies Specifics 3 weeks excursion to Southern France (students must pay for transportation and accommodation), optional week-end activities (extra costs). The number of participants from our university is restricted to 5 to 15 students depending on the number of international partners involved. It is absolutely necessary to register for the class six months in advance Module description valid from winter semester 2012/13 Page - 4 -
Organization ECTS Points 8 Hours/Week 6 Gruppeneinteilung No Recommended Semester 6 or 7 Workload ECTS-Punkte x 25 Stunden = 200 Stunden, mit der folgenden Aufteilung: Language English Attendance/Contact Hours 70 h/ 35% Preparation/Homework/Self-Study 20 h/ 10% Time for Exercises/Group Work 110 h/ 55% Module description valid from winter semester 2012/13 Page - 5 -