International Business Studies FT
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Study Trip: Integrated Excursion Project - Marketing

level of course unit

2. Master study cycle

Learning outcomes of course unit

The students:
• become familiar with companies and institutions during a study trip lasting several days.
• are able to compare national and multinational companies from a profitability point of view and analyze practical cases.
• are able to work on management challenges in the field of marketing or finance actively and with their previously-acquired specialist and methodological knowledge, develop and present strategic solution proposals and deal construc-tively with feedback from the companies.

prerequisites and co-requisites

4th semester: Specialization in International Marketing Management course of the 1st year of study

course contents

• Study trip lasting several days with a visit to one or more companies or institutions
• Students are confronted with current and specific challenges
• Students analyze the situation and work out potential solutions, which are presented and discussed with the company representatives

recommended or required reading

• Hollensen, Svend: Marketing Planning. Pearson (latest edition)
• Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
• West, Douglas et al.: Strategic Marketing – Creating Competitive Advantage. Oxford University Press (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)

assessment methods and criteria

Term paper, presentation

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods


semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

course unit code


type of course unit

integrated lecture

mode of delivery

Compulsory elective

work placement(s)