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Bachelor / Master

Concepts and Cases in International Marketing

Module:  8a-d: Cross-Cultural Management II
Lecturer: Prof. Dr. Hartmut Holzmüller
Scope / Credits: 4 SWS / 7,5 Credits
Course type: Lecture and exercise
Language: English

Contents overview

Concepts in International Marketing

Course description

This course provides an introduction into issues and problems commonly encountered in strategy formation and decision making by companies operating on an in­ter­na­tio­nal scale. Students of the course shall (1) become more sensitive to in­ter­na­tio­nal marketing issues and develop an understanding of current problems that in­ter­na­tio­nal marketers face on global markets, (2) develop a knowledge of concepts and methods used in in­ter­na­tio­nal marketing theory and business practice, (3) be capable of applying the presented frame­work, concepts, and methods, to typical issues in in­ter­na­tio­nal marketing management.

Class format

The principal teaching methods used in class will be lectures, case and topical discussions, video presentations, guest speakers, and student presentations.


Keegan, W. J., & Green, M. C. (2015). Global marketing. Upper Saddle River, NJ: Pearson. (available as e-book at Dort­mund Uni­ver­sity library)

If you plan to participate in these courses, please register on­line for “Concepts and Cases in International Marketing 2021” via moodle.

Date and Time



Cases in International Marketing

Course Description

The general aim of this lecture is to assign the theoretical knowledge into real-world practise. This didactic concept of participant-centred learning was originally developed at the Harvard Business School and is now a distinguished standard in in­ter­na­tio­nal MBA programs or management education. International case studies will help the participants to develop strategic thinking in an in­ter­na­tio­nal marketing context and will provide an opportunity to sharpen verbal and written com­mu­ni­cation skills. Utilizing a teaching approach that mixes cases, class discussion, group workshops, and participants will learn key concepts and tools used in solving in­ter­na­tio­nal marketing problems.

The Course is divided into two parts: The first part describes the case method teaching and introduces the students successively to case study exercises and participant-centred learning. The second part cov­ers the process of working with basically Harvard Business School Case Studies in an in­ter­na­tio­nal marketing context. Therefore the students work together in small groups, present their results and defend their findings during a classroom discussion.

Date and Time


  • Exam Concepts: Written Exam together with Cases in International Marketing
  • Exam Cases: Written Exam together with Concepts in International Marketing / Others by Arrangement
  • Instructor: Prof. Dr. Hartmut H. Holzmüller
  • All Examinations are offered in English lan­guage only and must be solved in English!

Location & approach

The campus of TU Dort­mund University is located close to interstate junction Dort­mund West, where the Sauerlandlinie A 45 (Frankfurt-Dort­mund) crosses the Ruhrschnellweg B 1 / A 40. The best interstate exit to take from A 45 is "Dort­mund-Eichlinghofen" (closer to Campus Süd), and from B 1 / A 40 "Dort­mund-Dorstfeld" (closer to Campus Nord). Signs for the uni­ver­si­ty are located at both exits. Also, there is a new exit before you pass over the B 1-bridge leading into Dort­mund.

To get from Campus North to Campus South by car, there is the connection via Vogelpothsweg/Baroper Straße. We recommend you leave your car on one of the parking lots at Campus North and use the H-Bahn (suspended monorail system), which conveniently connects the two campuses.

TU Dort­mund University has its own train station ("Dort­mund Uni­ver­si­tät"). From there, suburban trains (S-Bahn) leave for Dort­mund main station ("Dort­mund Hauptbahnhof") and Düsseldorf main station via the "Düsseldorf Airport Train Station" (take S-Bahn number 1, which leaves every 20 or 30 minutes). The uni­ver­si­ty is easily reached from Bochum, Essen, Mülheim an der Ruhr and Duisburg.

You can also take the bus or subway train from Dort­mund city to the uni­ver­si­ty: From Dort­mund main station, you can take any train bound for the Station "Stadtgarten", usually lines U41, U45, U 47 and U49. At "Stadtgarten" you switch trains and get on line U42 towards "Hombruch". Look out for the Station "An der Palmweide". From the bus stop just across the road, busses bound for TU Dort­mund University leave every ten minutes (445, 447 and 462). Another option is to take the subway routes U41, U45, U47 and U49 from Dort­mund main station to the stop "Dort­mund Kampstraße". From there, take U43 or U44 to the stop "Dort­mund Wittener Straße". Switch to bus line 447 and get off at "Dort­mund Uni­ver­si­tät S".

The H-Bahn is one of the hallmarks of TU Dort­mund University. There are two stations on Campus Nord. One ("Dort­mund Uni­ver­si­tät S") is directly located at the suburban train stop, which connects the uni­ver­si­ty directly with the city of Dort­mund and the rest of the Ruhr Area. Also from this station, there are connections to the "Technologiepark" and (via Campus Süd) Eichlinghofen. The other station is located at the dining hall at Campus Nord and offers a direct connection to Campus Süd every five minutes.

The AirportExpress is a fast and convenient means of transport from Dortmund Airport (DTM) to Dortmund Central Station, taking you there in little more than 20 minutes. From Dortmund Central Station, you can continue to the university campus by interurban railway (S-Bahn). A larger range of international flight connections is offered at Düsseldorf Airport (DUS), which is about 60 kilometres away and can be directly reached by S-Bahn from the university station.

The facilities of TU Dortmund University are spread over two campuses, the larger Campus North and the smaller Campus South. Additionally, some areas of the university are located in the adjacent "Technologiepark".

Street navigation from and to the TU Dortmund University:

OpenStreetMap Routing Machine

The document and the graphic represent the motorways and federal highways around the TU Dortmund University in a very simplified way:

Environment map (PDF)

Environment map (graphic)

This interactive map helps you find and navigate between facilities and buildings on campus:

Interactive campus map

This document contains a simple campus map in German and English:

Campus map (PDF)