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1. Semester SEM — Module und Vorlesungen
Modul Sales & Marketing 1
International Marketing 1
SEM 1 Vorlesung 3 SWS PL 3 ECTS
Dipl.-Ing. Wach (LB)
Target of teaching
Knowledge: The students should know the company interaction in respect to a strategic goal
definition, policy deployment and organisational aspects, in combination with international social
and cultural differences.
Understand: The students should understand the different aspects of necessary marketing
tools and how to use it.
Utilization: The students should be in a position to utilise the information provided (tools, requirements,
analytic aspects, ...) and transfer these into a realistic situation. Identify which
tools could fit best for a given situation or task.
Analysis: The students should be in a position to analyse complex marketing aspects by a systematic
and structured approach.
Synthesis: The students should be able to use / combine, the tools and know how systematically
for new marketing aspects and identify gaps.
Evaluation: The students should be in a position to evaluate aspects and themes and present
the findings (team approach).
Content:
1. Main focus is the combination and reflection of marketing tools on actual marketing themes,
which have a close background to the real world (company relevant) by using wide international
aspects. The marketing content is mainly based on industrial goods - commodities
as well as new technologies. Reflection to global trends like energy resources will also
be discussion.
2. Competitor analysis and usage of the results for strategic descisions.
3. International benchmarking used as an important process in the product development.
4. Time to market process and the transfer under real conditions.
5. Practical and usable marketing tools.
6. Marketing plans and the reflection to the life cycle management and the internationalisation.
7. Marketing controlling tools.
Learning method:
The course of lecture will be done in English. Beamer will be used for presentations. Practical
tests are based on actual / real requirements. Given tasks will be worked out in teams. Presentations
of the results can be done by the students during the course. Usage of all media requi-
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