This lecture starts off with basic information about the course, requirements, seminar paper, literature and other necessary information.
The main topic of the lecture is the introduction to International Marketing, its three basic concepts and motives to enter foreign markets.
Create teams for seminar paper. Teams should consist of 3 to 4 students.
Choose a company for your seminar paper.
5 minutes for the task, 5 minutes for company evaluation.
What would you say are the most important differences between the three concepts of international marketing?
Watch the video about the case study „Mark Ritson on the effectiveness of Tourism Australia's award-winning 'Dundee‘ ad“.
What would you say are the most important motives to enter foreign markets? (on-site students)
What do you think are the barriers to enter foreign markets? (on-line students)