Marketing in an International ContextLaajuus (6 ECTS)

Objective

Upon course completion the student will understand the phases, process, functions, objectives, elements (terminology, theory, strategies & tools), activities and issues of international marketing; will know the linkage of other relevant topics/fields of study such as international management and marketing research in an international context; will know about global marketing trends; be familiar with International supply-chain management, vertical integration, and enterprise resources planning

The student will be able to understand the role of marketing models in empirical research.


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Upon course completion, the student will be able to communicate competently in the field of international marketing; will be able to develop a marketing strategy and plan in an international context; be able to analyze global industries, markets, competitors; will have further development of personal transferable skills in terms of cross-cultural communication; and will be more effective in use of ICT

The student will be able to use models in order to develop marketing in organizations.

Content

1-The Decision Process to Internationalize or Not (The Firm & Internationalization, Initiation of Internationalization, Theories of Internationalization, Development of the Firm’s International Competitiveness); 2- Country Selection Process (PESTLE Analyses Relevance, International Country/Market Selection Process); 3- Market Entry Strategies (Approaches to the Choice, Export Modes, Intermediate Entry Modes, Hierarchical Modes, Global Commerce); 4- Expansion Issues: International Marketing Mix Management (Product, Pricing, Promotion, Distribution Decisions); 5- Rationalization & Globalization – Clustering and Standardization (Organization and Control of Global Program, Issues of ERP, Logistics, and Developments of SCM)

In the second part of the course the student will get familiar with up-date marketing models. They will apply theory into practice and argument and evaluate their choices. The up-date topics dealt with in this course are:
• Service development and innovation
• Marketing research
• CRM / Relationship marketing
• Branding and customer experienced value

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Review of key basic marketing theory, tools and terminology; International Management issues (cultural impacts on marketing and management endeavors, international decision-making, leadership, teams, international business ethics issues, strategy development and implementation); Examples of Big Mistakes in International Business.

The student will be supported in becoming experts in marketing.

Qualifications

Marketing Planning and Implementation

Further information

Lectures 50 hours
Student individual workload 110 hours