03-SEP-2202  Marketing in Small- and Medium-sized Enterprises

Module details
Module Owner: Alexander Richard Heyn; Gunnar Kaßberg; Prof. Dr. Dr. Helge Löbler

Duration: 1

Number of electives: 0

Credits: 10,0

Start Semester: summer semester 2018

Aims:
This course aims at integrating all marketing elements in a strategic planning framework. Emphases are on areas of strategic importance, especially those with significant implications and relevance for marketing decisions in competitive situations. Specific issues involved in entering overseas markets and in conducting marketing operations on an international as opposed to a “domestic” scale are addressed. Attention is focused on problems such as identifying and evaluating opportunities in overseas markets, developing and adapting marketing strategies in relation to specific national market needs and constraints, and coordinating strategies in world market
Content:
The module explains the problematic nature of the marketing of SMEs. Many concepts on marketing, mostly on the international context were developed for large firm and can only be adopted by SMEs according to their realities. Therefore, the module concentrates on the presentation of marketing concepts for this group of enterprises and discusses its applicability especially in the international marketing of SMEs in developing countries.
Bibliographical reference:
Chaston, I. (2000): Entrepreneurial Marketing. Competing by challenging convention. London: McMillan Press.
Hollensen, S. (2011): Global Marketing: A Decision-Oriented Approach, 5th Edition. Harlow: Financial Times Press.
Philip, R. et al. (2011): International Marketing. New York: McGraw-Hill.
Burca, S. et al. (2004): International Marketing: An SME Perspective. London: Prentice-Hall
Registration periods
Phase Block Register from | to End cancellation
Einschreibung Vorlesungszeit 05.03.2018 17:00 | 18.03.2018 23:00
Courses
Number Name Mandatory Semester Credits  
03-SEP-2202.SE01 Spezifische Aspekte des Marketings in Klein- und Mittelunternehmen Yes 0,0  
03-SEP-2202.SE01 Seminar: Marketing and International Marketing of SMEs   summer semester 2018  
03-SEP-2202.ÜB01 Entwicklung von Marketingkonzepten Yes 0,0  
03-SEP-2202.ÜB01 Workshop: Market Research   summer semester 2018  
Requirements
Course/Final module requirements Requirements Compulsory pass Weighting
Final module requirements   project work Yes 1
Final module exams
Exam Date Instructors Compulsory pass
1  project work Time tbd Alexander Richard Heyn; Gunnar Kaßberg; Prof. Dr. Dr. Helge Löbler Yes
Module Owner
Gunnar Kaßberg
Prof. Dr. Dr. Helge Löbler
Alexander Richard Heyn