Program Overview

International Marketing Course

Overview

The International Marketing course is centered around the key elements of International Marketing Management. This course delves into the primary features of the international marketing environment, explores market organization, and analyzes different consumer behavior. It is essential 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%

Course Details

• Course Name: International Marketing
• Duration: 45 hours
• ECTS Credits: 6
• Language: English
• Format: Face-to-face
• Category: Business

Course Content

• Challenge of International Marketing
• Global Cultural Environment
  • Foundations of Culture
  • Cultural Dynamics in Global Markets
  • Culture, Management and Business Systems
• Global Market Opportunities
  • Global Vision through Marketing Research
  • Economic Development and the Americas
  • Europe, Africa, and the Middle East
  • Asia Pacific Region
• Global Marketing Strategies
  • Global Marketing Management
  • International Marketing Channels
  • Marketing Communications
  • Sales Management
  • 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.

Technical Specifications

• Language: English
• Duration: 45 hours
• ECTS Credits: 6
• Format: Face-to-face
• Category: Business

Information of Interest

• Business courses
• Cancellation and course changes
• Cancellation of enrolment

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