Contents
- The international marketing environment: economic, political-legal and cultural environmental factors
- STP (Segmentation, Targeting, Positioning) market selection, the most important market selection criteria
- Multinational marketing, marketing mix decisions
- Price and distribution policy in international marketing
- Product and brand policy, global brands, product innovation
- Product and service quality, the GAP model
- Marketing communication, communication mix, elements of the communication mix, advertising, online advertising, online advertising on the websites of companies with global brands
- Changes and new trends in communication and advertising policy
- Cultural dimensions in international marketing, corporate culture, interculturality
- Current trends and alternatives in international marketing and marketing communication
Learning objectives
During the course, students will learn the most important guidelines and business decisions in international marketing, focussing on international marketing communication mix, marketing communication activities, culture and interculturality.
As part of the course, students are required to give a PPT presentation on a selected topic in the form of a group presentation.
By participating in the course, the students' presentation skills and knowledge of marketing activities in international marketing can be expanded.
The event
International Marketing (course number 22754) is offered in the summer semester for the Master's degree programme in Business Administration and the Bachelor's degree programme, 2nd study phase as a block course by Dr. Judith Mátyás, our guest lecturer from the University of Pécs, Hungary.
Applicability
The course can be taken as a required elective in the form of a combined module, together with "Special Marketing Trends", in the specialisation module groups "Marketing" (PO 2015) or "Marketing Management and Innovation" (PO 2021) (total 6 ETCS).
The course can also be included as an elective subject in the elective module groups (3 ETCS).
Double enrolment with the VHB course "International Marketing" in the specialisation module group or the elective courses in is excluded.
Date of the block course
29 June to 03 July 2026
Monday - Friday, 14:00 - 18:00
will be offered in presence BIP1.0.09
The course is completed with an oral examination / presentation (40% of the overall grade) and a written assignment (60% of the overall grade). If you successfully pass the module, you will receive 3 ETCS.
Requirements for participation is the successful completion of the module "Marketing" ("Fundamentals of Marketing, PO 2015).
The syllabus, material and information about the course will be made available to you on Grips.
Presentation Procedure
Given the current possibilities for creating presentations with the aid of AI systems, the presentation assessment this semester will be supplemented by an oral discussion.
Each presentation should last approximately 15 minutes. Following the presentation, questions will be asked about the content presented. The aim is to assess whether the content has been prepared independently and understood from a subject-matter perspective.
Please note that the presentation will only be considered passed if the questions asked afterwards are answered satisfactorily. If you are unable to explain key points of your own presentation or answer questions relating to it, the assessment will be deemed a fail.
Your presentation materials (PDF or PowerPoint) must be submitted by Friday at 10.00 am at the latest to Dr Mátyás (Judith.Matyas@wiwi.uni-regensburg.de) and one of our research assistants (name to be announced before the session) via e-mail.
Course registration
Registration takes place via SPUR
- Registration: 26.01.2026 until 17.05.2026
- Allocation of places: 18.05.2026
- Allocation of remaining places with the waiting list from onwards 19.05.2026 - 26.05.2026
Please cancel your registration if you do not need your place so that students from the waiting list can move up! During the remaining place allocation phase, registration leads to course admission.
You will receive access to the Grips course by e-mail
- when places are allocated
- on request during the remaining places allocation phase
Enquiries via sigm(at)ur.de (opens your email program)
Exam registration
Students of the University of Regensburg:
Exam registration --> Please do Not forget to Register for the exam via FlexNow
Registration period: 19.05.2026 - 08.06.2026
Deregistration period: 19.05.2026 - 26.06.2026
Erasmus/exchange students
Registration period: 27.01.2026 - 08.06.2026
For register: Please complete this form (opens in a new window). (This PDF is not accessible) to register and return it to sigm(at)ur.de (opens your email program).
Literature
Becker, J. (2002). Marketing conception. Munich: Franz Vahlen. Bruhn, M. & Meffert. H. (Eds.). (2001). Handbook of service management. From strategic conception to practical implementation. Wiesbaden: Gabler.
Bruhn, M. (2004). Quality management for services. Basics, concepts, methods. Berlin: Heidelberg, New York: Springer.
Dietrich, F. O. - Schmidt-Bleeker, R. (2013). Narrative Brand Planning, How brands become real heroes. Berlin, Heidelberg: Springer.
Etzold , V. - Ramge, T. (2014): Equity Storytelling: Think - Tell - Sell: Increasing corporate value with the right story. Wiesbaden: Springer Gabler.
Förster, A. - Kreuz, P. (2003). Ideas and concepts for your market success. Marketing Trends. Wiesbaden: Springer Gabler.
Frenzel, K. - Müller, M. - Sottong, H. (2004). Storytelling. The Harun al-Raschid principle. Utilising the power of storytelling for the company. Munich, Vienna: Hanser.
Gallo, C. (2011). Convince like Steve Jobs. The secret of his presentation success. Munich: Ariston.
Ghauri, P. - Cateora, P. (2006). International Marketing. McGraw-Hill, Berkshire.
Hacki, R., Lighton, J. (2001). The future of the networked company. The McKinsey Ouarterly, N. 3.
Hollensen, S. (2011). Global Marketing. Pearson. International Edition. Kotler. P. & Keller, K. L. (2012). Marketing Management. Pearson. International Edition.
Sammer, P. (2014). Story-telling. The future of PR and marketing. Cologne: O'Reily.
Thier, K (2010). Storytelling. A method for change, brand, quality and knowledge management. Berlin, Heidelberg: Springer.
Vossen, K. - Reinhardt, F. A. (2002). Future markets. What marketing should know about the customer of the future. Düsseldorf, Berlin: Metropolitan.
Zeithaml,V. A., Berry, Leonard L. & Parasuraman, A. (1996). The Behavioural Consequences of Service Quality. Journal of Marketing, 60, 31-46.
Internet sources:
Budde, L. (2015): The biggest online marketing trends, http://t3n.de/news/online-marketing-trends-2015-582951/ (external link, opens in a new window)
Hoffmann, K. (2015): What makes your content strategy successful?
www.kerstin-hoffmann.de/pr-doktor/2013/09/25/erfolg-contentstrategie/ (external link, opens in a new window)
http://www.beys.de/ (external link, opens in a new window)
http://www.geerthofstede.com/ (external link, opens in a new window)
http://geert-hofstede.com/countries.html (external link, opens in a new window)
http://geerthofstede.nl/culture.aspx (external link, opens in a new window)
http://veit-etzold.de/storytelling-warum-storytelling/ (external link, opens in a new window)