International Marketing Management
We live in a world where we believe we have to market ourselves constantly, whether we are being interviewed by potential employers, looking to be accepted in a new shared house, or even when we meet a new friend. We are also being subjected to marketing every day from other people trying to sell us a new telecommunications contract, a particular brand of clothes or even a higher education degree program. So when is this marketing just colourful packaging with no value and when is it about an authentic product, a helpful service or an interesting person?
I would like to be the person standing behind the convincing brands of tomorrow. Above all I would like to bring meaningful products to market. I want to know how to detect new trends and use them to develop successful concepts. After all, I know that unless I find the pulse of the times and continue to satisfy people with my products, I will not be able to gain their loyalty and they won't recommend me to others.
This is why I have decided to study on the degree program International Marketing Management. Here I will learn how my company and customers are embedded in a complex culture which I need to understand before I can develop suitable ideas. Karlshochschule helps me to look behind the scenes. I gain an understanding of the mechanisms and contexts which play a role on both sides – company and consumers. Then, finally, I can also successfully excite other people with my ideas.
Head of Degree Program
Degree Program Structure
Karlshochschule opens up a whole new, exciting world with each module in the International Marketing Management study program. When I look at the module overview, I discover at the same time how the contents of my studies are logically interconnected, thereby revealing International Marketing Management to me as an overarching whole.
Study year 1: Analysis and Strategy in Management and Scientific Research Methods
Introduction to International Marketing
- Marketing as function and institution
- Institutions, functions and tasks in Marketing Management and related occupational fields
- Differentiation between Marketing, Marketing Management and market-orientated management
- Actors in Marketing
- Marketing mix: Product, Place, Price, Promotion
Introduction to Management and its Quantitative Methods
Introduction to Scientific Research Methods
English/German as a Foreign Language 1
Markets and Market Players
Markets, Culture and Communication
Basic Principles in Strategic Management
English/German as a Foreign Language 2
Study year 2: Transfer of theoretical knowledge to company projects
International Marketing Strategy
- Challenging Market-based and resource/asset based views on marketing strategy
- Applying strategic analysis
- Strategic intent, mission, goals and objectives
- Strategy formulation, strategic alternatives, implementation and control
- Strategic Content
- Organizational aspects of strategic implementation and strategic control
- Applying an instrumental view on marketing startegy
- Legal aspects
- Motivation for and initiation of internationalization
- Assessment of international competitiveness
- Intended strategic market position
- Market entry strategies
Marketing Intelligence, Implementation, and Controlling
Introductory Company Project
Foreign Language 2.1
International Marketing Channels and Operations
Relationships in International Marketing
Advanced Company Project
Foreign Language 2.2
Study year 3: Internship, semester abroad and Bachelor Thesis
Cultures and Diversity
- Understanding the variety of social expressions affecting marketing (cases)
- Decode and recognize other cultural contexts and parameters of diversity in society
- Co-operative and institutional arrangements with international participants in cross-cultural contexts
- (Sub-) cultural settings as levers for marketing strategies and operations
- Evaluate concepts how to approach (sub-)cultural, regional or social differences in a both standardized and differentiated manner (standardization versus localization/differentiation)
- Applying current methods in culture and diversity research (case studies)
Elective: Ethics in Management: Globalization, Sustainability, Practice
Change & Innovation
Elective: Culture & Language
Bachelor Thesis including its defense
Do you have any questions?
What's special about Karls?
Elisa Köhler, International Marketing Management
"I see International Marketing Management as the most creative course of study. Somehow, here it seems as if "everything" is possible. At an early stage during the course I am already involved in developing strategies for real products and brands. And some of our ideas will really be implemented by companies – as a student that's a really cool feeling! Additionally, this grants us access to and insights into a range of different companies and sectors – from beverage producers to DAX-listed companies and even the book market."
Thomas Zorbach, Lecturer and managing director of vm-people GmbH
"Digitalization has set in motion a dramatic cultural transition across all aspects of society, with consequences for management which we are just beginning to grasp. Now and in future, people are needed who know how this networked and increasingly complex world works and who are ready to roll up their sleeves and tackle the challenges. Karls, with its interactive, dialogue-based and practice-oriented approach is setting an example of how universities in the participatory culture need to be thinking and acting."