|
Lene Howmann Christiansen, markedsføringsøkonom:
"Jeg har en drøm om at blive personalechef, og derfor har jeg valgt managementlinjen..."
læs mere |
|
The International Business Academy
Skamlingvejen 32
DK-6000 Kolding
Tlf. +45 7224 1800
Fax +45 7224 1808
iba@iba.dk
|
Aims and Summary
This module aims to deliver and develop a wide-ranging and contemporary perspective of the international marketplace and the strategic issues involved in international marketing. While the major focus of the module is deliberately global, some coverage of European and other regional trade blocs will be afforded through case study sessions and assignment work.
Intended Module Learning Outcomes
The intended learning outcomes are that on completion of this module the student should be able to:
1. Discuss and synthesise the dynamics and key aspects of the international business environment;
2. Critically analyse and utilise information on market structure and segmentation, competitor positioning and buyer behaviour within specific international market scenarios.
3. Examine and critically discuss internationalisation issues within key areas of the marketing function, e.g. sales, customer service, online marketing.
4. Propose and justify integrated marketing activities and strategies workable within specified international market settings.
Indicative Content
The international market environment. Economic and political influences, social/ cultural, technological and other environmental factors.
Information and analysis research for international marketing.
Method of market entry for large and small companies
Product management and branding issues in international marketing.
Standardisation v customisation in international markets.
International marketing communications. Promotion and sales organisation, service and relationship management..
International pricing analysis, strategy and administration..
Online marketing in international markets, strategic, operational and management issues.
