Specialisation International Management

Module content

In the International Marketing module, you will examine key issues in international marketing and expand your existing basic knowledge with a global perspective. You will learn about the importance of international markets for companies and how consumers behave in different cultural contexts. A key focus is on weighing up standardisation and adaptation of marketing strategies and analysing international market opportunities. In addition, you will develop various approaches and orientations in international marketing and apply them to practical case studies. You will develop a deep understanding of international marketing strategies and the design of the marketing mix – from product and pricing decisions to distribution strategies and communication measures. The module is complemented by an examination of ethical issues, social responsibility and sustainable business practices. Critical perspectives on marketing practices are also included, so that you learn to develop responsible strategies in the context of globalisation and reflect on their implementation.

Acquired competences

After completing the module, you will be able to summarise the specifics of international marketing precisely and apply them to different markets in a structured manner. You will recognise and evaluate international market opportunities and be able to make informed decisions about suitable strategies. You will also develop the ability to design a complete marketing mix in an international environment, taking cultural, economic and linguistic differences into account. In addition, you will strengthen your ability to critically examine scientific studies and assess their relevance for practical application. The module trains you to apply analytical approaches, weigh up standardisation and differentiation, and develop sustainable solutions for complex problems. You will develop a professional self-image that enables you to critically assess international challenges and respond appropriately. At the same time, you will gain confidence in dealing with the opportunities and risks of global markets and will be able to pass on your knowledge to others in a targeted manner.

Module content

In the Culture & Ethics module, you will deepen your understanding of cultural, intercultural and ethical issues in international management. A central aspect is corporate culture, whose development and significance for organisations is examined in detail. You will learn how culture shapes everyday working life, what differences exist between cultural contexts and how intercultural communication can be structured. In doing so, you will develop fundamental intercultural skills to avoid misunderstandings and promote successful collaboration. The second focus is on business ethics. You will learn about the most important concepts of responsibility, reflect on ethical theories and deal with the challenges faced by companies in a globalised world. Terms such as corporate social responsibility (CSR), stakeholder theory and sustainability will be introduced, compared and discussed using case studies. This will give you a sound understanding of how ethical principles and cultural sensitivity interact in modern organisations and the importance of responsible behaviour in practice.

Acquired competences

This module will teach you to critically reflect on fundamental theoretical concepts of organisational culture, ethics and values and apply them to international contexts. You will learn to recognise cultural differences, analyse their impact on management practices and constructively overcome intercultural challenges. You will also learn to systematically question ethical theories and classify concepts such as CSR and sustainability in a corporate context. Methodologically, you will be enabled to critically evaluate international studies, select suitable approaches and use analytical methods in a targeted manner to solve cultural and ethical issues. On a personal level, you will develop self-confidence in dealing with uncertainty and complexity, as well as the ability to approach new perspectives with an open mind. You will strengthen your social skills by learning to recognise the importance of corporate culture, identify cultural and ethical problems, and solve them in a practical manner. At the same time, you will gain the ability to convey your knowledge convincingly, thereby contributing to responsible and sustainable management practices.

Module content

In the International Business module, you will deal with the strategic and operational issues involved in the internationalisation of companies. You will analyse the key drivers and obstacles to globalisation and reflect on their impact on markets, companies and society. One focus is on the central theories of international trade and the various actors and stakeholders that shape international business activities. In addition, you will learn how international strategies are developed, organised and controlled, and what motives drive companies to become globally active. In addition to general strategies, the module takes a practical approach to market entry strategies, timing options and the typical phases of internationalisation, including possible withdrawal strategies. Particular attention is paid to the political and economic characteristics of selected countries, especially China and India. You will gain insights into China's economic and digital development, strategic programmes such as the New Silk Road or Healthy China 2030, and reflect on their global impact. This will give you a nuanced understanding of the opportunities and risks of international markets.

Acquired competences

Upon completion of the module, you will be able to explain complex macroeconomic relationships and incorporate international conditions into sound business decisions. You will develop the ability to conduct country and market analyses, determine suitable entry modes, and design market entry strategies. You will also learn to set up international organisational and control systems, evaluate opportunities and risks, and assess the strategic importance of internationalisation in different markets. You will be able to critically question the motives behind globalisation processes, explain the differences between multinational companies, medium-sized businesses and ‘born global’ companies, and analyse the role of cultural differences in international management. In addition, you will gain methodological confidence in dealing with scientific literature and be able to critically evaluate research results and implement them in a practical manner. Through joint work in discussion and presentation formats, you will sharpen your ability to argue complex topics, develop solutions in a team and present results convincingly. This will prepare you to manage international business processes responsibly and successfully.