Course Description:
The "International Marketing" course, basically aim to develop the knowledge and understanding of global marketing through key concepts. The course will challenge the students to think critically about the competitiveness takinng into account the international environment and crisis scenarios.
The course is designed to provide: a) Problems and perspectives of marketing across national borders, (b) understanding of consumers, similarities and differences abroad, (c) analytical capacity to make marketing decisions relating to all parts of the marketing mix (product development, brand promotion, pricing, and distribution), (e) knowledge and global analysis of analytical frameworks and (d) an understanding of current strategies major global companies.
Studying the following modules should provide you with the International Marketing Knowledge needed to:
- Define strategic competitiveness, competitive advantage, and above average returns.
- Understand international framework organizations, laws and practices which could affect business and international trade.
- Develop skills to identify and evaluate marketing opportunities abroad.
- Define business level strategy
- Define competitors, competitive rivalry, competitive behavior, and competitive dynamics.
- Find solutions to problems of the company in the context of international business such as Coca-Cola Vs Pepsi, Nike vs Adidas, Mittal Vs Archellor, Microsoft Vs Yahoo etc.)
- Explain the importance of analyzing and understanding the firm´s external environment
- Describe what firms need to know about competitors.
- The students have to be familiar with the majority of the terms about the subject in English.
Core Competencies:
The three core competencies that all Business majors need to develop are: specialized business knowledge, managerial thinking skills, and communications skills. This course supports all three competencies. Students will understand the global component of managing a business (specialized knowledge); criticial analysis of business situations will be required through case studies and term project that involves research and application of theories and concepts (managerial skills); and presentations of cases, research and business plans will be done throughout the course.
Grades:
First Part: Test-30%
Second Part: Test-30%
Final: Exam-30%
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