|Module / ECTS / Path / Specialisation||Module :Cases in International Marketing : 5 ECTS.|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||81 h|
Track : Attendance
This course aims at highlighting key topics in international marketing management and providing students with knowledge related to the influence of culture and political systems on different aspects of international marketing. Students will learn how to assess international market opportunities. A particular focus will also be put on the analysis of ethical aspects in the international marketing practice. The coverage of these topics is mainly based on the Harward Business School case studies, solved with an approach combining class discussions, group works and presentations. The course is designed to provide students with the latest understanding of the global issues and the necessary skills in making strategic marketing decisions based on an international perspective.
- Identify the tools and frameworks necessary to analyze international marketing issues
- Apply ethics into a company decision making
- Discover the opportunities in the increasingly complex global marketplace
- Analyze product, distribution, promotion, pricing and other relevant marketing factors for international markets
- Develop international marketing strategies
Chap 1: Basics of international marketing
Chap 2: Cultural and political impact on international marketing
Chap 3: International market opportunities
Chap 4: International marketing strategies and decisions
Chap 5: Ethics in international marketing practice
At least one course in the marketing field.
The course will be taught in English and students are required to present their work in English as well.
Presentations on power point
Ghauri, P. N., & Cateora, P. R. (2014). International Marketing, 4th edition. McGraw-Hill Higher Education.
Such behaviors as...
... may lead to expulsion from classes.