Develop your knowledge of Global Marketing
This module provides a theoretical and practical framework within which students can gain and develop their knowledge of Global Marketing. The course sheds light on past, recent and possible future developments within an international context and shows how these events influence the management, structure, strategy and marketing of international organisations.
On the completion of this module students will be able to:
- Identify issues and problems associated with international management, international marketing, and global marketing.
- Explain current trends/mega trends and events in international business and define an adequate concept of globalisation.
- Gain insight in strategic elements of competitive advantage, leadership, organisation and corporate social responsibility in the twenty-first century for global organizations.
- Distinguish between importing, exporting and sourcing.
- Analyse foreign markets using appropriate tools and models and put forward assumptions about future international business, based on reasoned analysis.
- Define the process of defining specific segments, target market strategy options, product-market decisions, market strategy options and positioning of an internationalized organisation.
- Analyse market entry strategy options and determine an entry strategy for any organisation.
Analyse the fit between the organisation, its products and services and the environment and formulate and justify an international marketing program.
- Develop a Preliminary International Marketing Plan for an organisation with a global approach for products and/or services regarding segmentation, targeting, positioning, market entry strategy and marketing mix decisions.
Type of course
Lecture, Assignment, Problem based learning (PBL), Practical / skill training, Debate/intervision
Business cases with workshops and debate, Practical assignment: competition between groups: group presentation of presenting a Preliminary International Marketing Plan with a debate.
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