Specialisation area Marketing and International Business

Introduction to the specialisation area

Building on the theoretical and practical experience gained on the bachelor degree programme, in the specialisation area "Marketing & International Business" you gain in-depth and specialised knowledge and skills in international management and marketing. The specialisation area seeks to achieve the following learning and qualification aims:

• Critical, analytical and creative thinking

• Problem solving and transfer competence

• Expertise and technology management competencies

• Communication skills

• Ability to work in teams and leadership competencies

Course content

Course content is diverse and can be divided into 5 parts

Course content

Brand management in a digital world (in winter semester)

Brands have become an integral part of business. For companies, they are undoubtedly drivers of value, for customers, they are signals of quality in confusing markets and meaningful symbols to express oneself. But what information do you need to build strong brands? How do you manage brands systematically? And how do the mechanisms of brand management work in a globalized, digital and co-creative world? The module "Brand management in a digital world" is devoted to these and similar questions. We explain the basics of brand management, present modern brand-oriented management philosophies, discuss methods of brand research, and deal with issues of strategic brand management and selected topics of operative brand management (e.g. storytelling, influencer marketing, internal branding, CSR). Furthermore, we also discuss specific environments for brands (e.g., global brand communication, brand management in the B2B or service sector) and general requirements (e.g., ethics and sustainability). The teaching builds on short lectures and on the flipped-classroom principle, in which students are self-responsible for their learning experiences but come together to share their knowledge in a group under supervision. The course participants are in an active role through numerous case studies and interactive discussion groups. After this module, the students have extensive knowledge in the field of brand management against the background of a global and digital world in order to work on complex tasks related to brand management, both in theory and in practice. In addition, they acquired practical expertise and have intensified their knowledge using scientific articles, case studies and practical exercises.

Marketing and International Business (in the summer semester):

International Marketing (Language of instruction: German)  This module initially elaborates on the key features of international marketing when compared to "purely national" marketing issues . Strategic issues are subsequently dealt with such as: How are markets in new countries entered and how are they selected ? In what order does one proceed when opening up a new market? What forms of activity and market development strategies are available and what are the respective advantages and disadvantages? Operative international marketing is also a part of this module. A particular amount of focus here is placed on international pricing policy.

The International World (Language of instruction: English)