Overview
Aims
Understanding how companies adapt their products and services to the international marketing environment
Understanding the steps required for a firm to internationalize in a foreign market
Familiarizing students with international marketing tools
Course contents
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Course 1. THE CONCEPT OF INTERNATIONAL MARKETING Curs 2 INTERNATIONAL MARKET ENVIRONMENT – micro and macro environment of the international company Curs 3 COMPETITORS AND RISKS IN INTERNATIONAL MARKETING Curs 4 FOREIGN MARKET STUDY AND SELECTION Curs 5 INTERNATIONAL MARKETING STRATEGIES Curs 6 PRODUCT POLICY IN INTERNATIONAL MARKETING: Theoretical aspects regarding product policy Curs 7 PRODUCT POLICY IN INTERNATIONAL MARKETING: Brand policy in international marketing, Product strategies in international marketing Curs 8 PRICE POLICY IN INTERNATIONAL MARKETING: Theoretical aspects regarding price policy Curs 9 PRICE POLICY IN INTERNATIONAL MARKETING : Types of price strategies Curs 10 DISTRIBUTION POLICY IN INTERNATIONAL MARKETING: Definition and objectives of the concept of distribution, distribution channels Curs 11 DISTRIBUTION POLICY IN INTERNATIONAL MARKETING: International logistics, distribution strategies Curs 12 Promotional POLICY IN INTERNATIONAL MARKETING: Defining the promotional concept and the communication process, Curs 13 Promotional POLICY IN INTERNATIONAL MARKETING: tools and techniques used in international communication Curs 14 Promotional POLICY IN INTERNATIONAL MARKETING: promotional strategies used in international marketing |
Learning outcomes
Assessment
written exam and project