|Module / ECTS / Path / Specialisation||Module :International Marketing Strategies : 3 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (3 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||81 h|
Track : Attendance
|LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.|
|Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.|
|Students will implement appropriate methodologies to develop appropriate solutions for business issues.|
|LEARNING GOAL 2 : Students will develop advanced-level managerial skills.|
|Students will work collaboratively in a team.|
|Students will participate in a decision-making process in a critical way.|
|Students will communicate ideas effectively, both orally and in writing, in a business context.|
|LEARNING GOAL 3 : Students will demonstrate their understanding of practices reflecting ethical, diversity and sustainable development values in business organizations.|
|Students will identify and analyze issues relating to diversity, ethics and sustainable development in their business context.|
|LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.|
|Students will analyze business organizations and problems in a multicultural and international environment|
Marketing is a core element of business strategy. Internalization of business activity implies major uncertainties, challenges, and additional considerations. Living in dynamic global world it is imperative to understand how the international strategy is shaped and what factors determine it.
This course provides both theoretical and practical overview of the key elements of international marketing, the issues companies face when entering and operating in foreign markets, and common practices and solutions. Lectures will be enhanced with readings, discussions, cases, and practical assignments to ensure maximum learning and sharing of experience.
- Outline the internalization strategies and key elements impacting the strategy choice.
- Recognize international and intercultural differences and challenges that companies face due to global expansion.
- Operate marketing mix within the global environment.
- Analyze real-life examples of international marketing practices applying learnt material and critical thinking.
Session 1 – Introduction into international marketing: course road-map and international marketing defined
Globalization and other antecedents of internationalization decision
Session 2 – Intercultural differences
Session 3 – Information collection and destination choice
Session 4 – Internationalization strategies
Session 5 – International product management
Session 6 – Global pricing and distribution
Session 7 – Global promotion and advertising
Session 8 – Global branding
Session 9 – Latest trends in international trade and marketing
Session 10 – Revision
Basic knowledge of business administration and marketing is needed.
Czinkota, M., & Ronkainen, I. (2012). International marketing. Cengage Learning.
Keegan, W. J. (2008). International Marketing. Person Publishes.
Kotler, P., Keller, K.L. (2011). Marketing Management, 14th ed., Prentice Hall, Harlow
Cateora, P. R., Gilly, M. C., & Graham, J. L. (2013). International marketing. McGraw-Hill Irwin.
Chernev A. (2011). Strategic Marketing Management, 6th ed., Cerebellum Press.
Handouts and articles published on the Moodle
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