SBWL International Marketing Management
IMM is a great specialization for the curious, the internationally minded, those who aspire to embrace and navigate the complexities of global markets.
IMM Introduction Video
IMM SBWL Introduction and…
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Why IMM SBWL?
After successfully finishing the IMM Specialization, you will be able to master complex decision-making situations in global marketing and management. You will have learned how to analyze risks and opportunities in a global environment, how to develop and implement appropriate strategies, and how to create control mechanisms to evaluate business strategies. In addition, you will have learned to communicate your analyses and ideas persuasively. Your communication skills will have been sharpened by presenting projects and case studies, and by defending your arguments in group projects and in class.
What IMM has to offer:
the opportunity to gain specific knowledge about selected international marketing and management topics and different research methodologies
courses with a strong practical approach and cooperation with well-known companies to prepare you for your future job
a very competent, helpful and approachable faculty
lectures by guest professors from around the world
numerous events, for example talks and meetings with marketing managers
a large network of students, executives and scholars
What are our expectations?
We expect above-average interest, commitment, and engagement from you. As a student, you are an integral part of the Institute and, therefore, play a key role in shaping the teaching process. We consider respectful interaction with fellow students and Institute staff, as well as a professional attitude towards external partners (e.g., in the context of projects, guest lectures, etc.), to be a matter of course. Find more information here!
What are your career perspectives?
Upon completing our International Marketing Management specialization, you will be well-prepared to take on leadership roles in marketing within both national and international companies. Typical career paths include positions in product and brand management, strategic marketing, market research, marketing and corporate consulting, and corporate communications.
Additionally, this specialization provides an excellent foundation if you choose to further your studies. You will be well-equipped to pursue a master's program with a focus on marketing, general management, international management, or innovation, allowing you to deepen your expertise and enhance your career prospects in the global business landscape.
SBWL Course Structure
After successfully passing the entry test at the beginning of the new term, you will be ready to start your IMM Specialization. To obtain your degree, you will have to complete 5 courses that add up to 10 weekly hours (SWS) or 20 ECTS points.
In your first IMM term you will start with the courses Foundations and Applications, which will familiarize you with various IMM concepts and their application.
You also have to choose two electives from our wide range of courses (see course list). You can take these courses along with the Foundations and Applications courses in your first IMM term, or sign up for them in your second IMM term while also attending the Seminar: Global Business Planning. If you are planning to study a term abroad, the elective requirement can also be met with credits awarded by a foreign university, as long as they stem from courses in international marketing.
In your second IMM term, you will sign up for the Seminar: Global Business Planning where you will have to apply your IMM knowledge in a real-life, international context. The seminar includes virtual elements and you can attend the course while being abroad on exchange. The only prerequisite to participate in this class is the successful completion of the first two courses ("Foundations in International Marketing Management" and "Applications in International Marketing Management").
Admission Requirements for BaWiSo 2023 Students
Please note that you must have passed the following exams/courses if you want to enroll in the IMM Bachelor Program - only then can you sign up for the IMM Bachelor Program entry test:
STEOP
at least 20 ECTS from CBK (Common Body of Knowledge), out of which "Jahresabschluss und Unternehmensberichte", "Mathematik" and "Statistik" are compulsory
“Marketing” course (Dr. Margit Kastner) or equivalent
Admission Requirements for WIRE 2023 Students
Please note that you must have passed the following exams/courses if you want to enroll in the IMM Bachelor Program - only then can you sign up for the IMM Bachelor Program entry test:
STEOP
"Jahresabschluss und Unternehmensberichte"
"Statistik"
Two elective courses (4 ECTS credits each) in Business Administration, Mathematics, or Macroeconomics
"Marketing" course (Dr. Margit Kastner) or equivalent
Admission Requirements for BaWiSo 2019 Students
Please note that you must have passed the following exams/courses if you want to enroll in the IMM Bachelor Program - only then can you sign up for the IMM Bachelor Program entry test:
Exams covering at least 27 ECTS
Out of which "Accounting & Management Control I", "Accounting & Management Controll II", "Wirtschaft im rechtlichen Kontext - Wirtschaftsprivatrecht I*", "Statistics", "Betriebliche Info-Systeme I" are compulsory
Admission to examinations in Specialization in Business Administration requires the successful completion of all Business Administration examinations in the Common Body of Knowledge and the examination in Statistics
"Marketing" course (Dr. Margit Kastner) or equivalent
* does not apply to WIRE 2016 students
Admission Requirements for BBE Students
Please note that BBE students must have successfully passed coursework of at least 42 ECTS out of: (i) "Foundations of Business and Economics", (ii) "Quantitative Methods" and (iii) "Business and Economics in Context" in order to be eligible to enter the specialization.
SBWL International Marketing Management Courses
Course I: Foundations in International Marketing Management
The Foundations in International Marketing Management course provides students with a comprehensive introduction to key concepts and challenges in global marketing. It covers fundamental topics such as market assessment, entry strategies, segmentation, targeting, and positioning in an international context. Students will explore the complexities of marketing in different economic environments, from developed to emerging markets, and learn to navigate global market dynamics by balancing standardization and adaptation strategies. The course also integrates contemporary issues in international marketing, ensuring that students stay informed about the latest trends and challenges in the field.
A strong emphasis is placed on experiential learning, with a combination of lectures, guest speakers, case studies, and interactive discussions. By engaging in diverse learning methods, students will develop critical analytical skills and a deep understanding of how to assess and manage global marketing strategies effectively.
Course II: Applications in International Marketing Management
In this course, you’ll immerse yourself in the dynamic world of international marketing! By combining theory with real-world application, you’ll gain the tools and skills to navigate the complexities of global markets. From mastering strategic frameworks to participating in competitive simulations, this course offers an unparalleled opportunity to bridge knowledge and practice in international marketing management.
What you’ll learn:
How to apply key strategic tools like segmentation, targeting, positioning, and portfolio management to address global marketing challenges.
The ability to make impactful, data-driven decisions through an immersive marketing simulation.
How to develop and present comprehensive marketing strategies while analyzing financial outcomes.
The skills to collaborate effectively in diverse teams, fostering cross-cultural communication and teamwork.
Hands-on experience in creating marketing plans and solving real-world international marketing problems.
Course III: Elective
Here you can choose a course out of our 8 offered electives:
Global Branding
Global Marketing Communication
Global Media Marketing
Global Marketing Research
Global B2B Marketing
Future Trends in International Business
Marketing in Emerging Markets
International Marketing in Asia
Course IV: Elective
Here you can choose a course out of our 8 offered electives:
Global Branding
Global Marketing Communication
Global Media Marketing
Global Marketing Research
Global B2B Marketing
Future Trends in International Business
Marketing in Emerging Markets
International Marketing in Asia
Course V: Global Business Planning
In this course, you’ll dive into the essentials of expanding businesses into global markets! You’ll learn how to craft effective market entry strategies for SMEs, analyze competition and market dynamics, and collaborate with international teams. From conducting in-depth market research to creating strategic internationalization plans, this course equips you with the skills and tools needed to succeed in today’s global business landscape.