Business course - International Marketing
International marketing (45 h)
This course is centered around the key elements of International Marketing Management. We will delve into the primary features of the international marketing environment, explore market organization, and analyze different consumer behavior. It is important to have basic knowledge of marketing as a prerequisite to taking this course.
METHODOLOGY
The course website will be updated with supplementary material at least one day prior to the lecture for students to review. The class will consist of a lecture followed by discussions with students about the notes and materials.
ASSESSMENT
Exam: 40%
Essay: 40%
Attendance and class participation: 20%
• Overview
o Challenge of International Marketing
• Global Cultural Environment
o Foundations of Culture
o Cultural Dynamics in Global Markets
o Culture, Management and Business Systems
• Global Market Opportunities
o Global Vision through Marketing Research
o Economic Development and the Americas
o Europe, Africa, and the Middle East o Asia Pacific Region
• Global Marketing Strategies
o Global Marketing Management
o International Marketing Channels
o Marketing Communications
o Sales Management
o Pricing for International Markets
BIBLIOGRAPHY
Cateora, P. Graham, J, Gilly, M. (2016). International Marketing. New York: McGrawHill/Irwin, 17th Edition
International Business & International Marketing, Willimans, L. Ebook, Amazon 2017 Principles of marketing ,KOTLER,ph Armstrong,G Ebook Amazon 2017
Chernatony, L. and Segal-Horn, S. (2003). The criteria for successful services brands. European Journal of Marketing, 37(7/8), pp.1095-1118.
English
Business
45 hours
6 ECTS credits
Face-to-face