|Module / ECTS / Path / Specialisation||Module :Cases in International Marketing : 5 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
This course aims at highlighting key topics in international marketing and providing students with knowledge related to the influence of culture and political systems, and the search for international market opportunities.
The coverage of these topics is mainly based on the Harvard Business School case studies, solved with an approach combining class discussions, group works, and presentations. At the methodological level, students will learn how to prepare a practical and effective marketing plan and resolve case studies.
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 appropriate tools and frameworks necessary to analyze international marketing issues
- 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
Basics of international marketing
Cultural and political impact on international marketing
International market research
International market selection
International marketing strategies and decisions
An introductory course in marketing.
The course will be taught in English and students are required to present their work in English as well.
Ghauri & Cateora (2014), International Marketing, 4th edition, McGraw-Hill Higher Education.
Hollensen (2017), Global Marketing, 7th edition, Pearson Education.
Such behaviors as...
... may lead to expulsion from classes.