EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

Prerequisites / Level
Introduction to Marketing
Course Description
The course will be based on the following topics:
� STRATEGIC PLANNING
o global strategies (ethnocentric, polycentric, regional and geocentric
perspectives)
o evaluating marketing attractiveness
o global segmentation strategies
o culture awareness in strategic and tactical go-to-market considerations
o market acquisition strategies (timing / organization)
� MARKETING MANAGEMENT:
o differences of international and domestic marketing management
o social and cultural considerations in international marketing management
o global product and promotion strategies
o language and non-language influences on communication issues
o the use-need model: adaptation vs. standardisation
o market entry tactics
o the role of international (external) communication and which tools to apply
Literature
Lecturer hand-outs
Blythe J., Principles & Practice of Marketing, 2006, Thomson Learning, London, ISBN:
978-1-84480120-6
Doole I., Lowe R., International Marketing Strategies: Analysis, Development and
Implementation, 4th ed., 2004, Thomson Learning, London, ISBN: 1-84480-025-3
Teaching Methods
The course comprises a combination of formal lecture, colleague counselling and case
studies, placing particular emphasis on student participation. To ensure this, working on
projects and cases will play an important role. This will support the ambition to enhance
analytical-, diagnostic-, decision making, and communication skills for students. Each
chapter includes post-test questions to provide students and lecturer with feedback
regarding the understanding of the studied concepts.
E-learning elements:
None
Evaluation
Project presentations and written exam
International Management Methods
Semester Hours per week Subject code ECTS
Fall 1 ITMM 1
Learning Outcomes / Course Objectives
The aim of this course is to introduce concepts of international management.
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