MKT 621 Global Marketing - Spring 2018

Type Lecture and cases (in English)
CourseMKT 621: Global Marketing
PrerequisitesKnowledge on Marketing Strategy and Marketing Mix
Range of Application Mannheim Master in Management (MMM), Mannheim Master in Business Research (MMBR), Master in Business Education (WiPäd), Master in Business Informatics, Master in Culture and Economics (MaKuWi), Master in Law
Form of AssessmentIn class presentation: 40%
Exam (60 minutes): 60%
ECTS Credits4
DurationOne semester
SemesterSpring semester
InstructorDr. Sergej von Janda
DownloadsSyllabus (subject to change)
RegistrationPlease note that we have a limited capacity of 48 students for this course. The application process is organized via the student portal. Students will be assigned to a specific case assignment team. The team allocation will be communicated during the kick-off session. For organizational reasons, team switching is not possible.
Course DescriptionThe module is designed for students who expect to undertake international marketing assignments, work for global corporations, or help smaller companies expand globally. The course portrays opportunities and competitive challenges in global market setting and pays special attention to the issue of standardization versus adaptation of marketing programs.

By the end of this course, students will be able to apply their knowledge of marketing concepts to actual international business situations. Furthermore, they will be able to identify and evaluate opportunities in global markets, to adapt marketing programs for specific markets, and to develop global marketing strategies and programs.