This course focuses on practical marketing decision-making. Topics include the marketing
environment, product development, pricing, distribution, and promotion strategies for increasingly
global markets. The students will understand the cycle of analyzing the internal and external
environment, segmentation, targeting and positioning, as well as the Marketing-Mix.
Students will learn to understand the link between strategic management and marketing management.
They will be able to develop and implement basic marketing plans and to assess the impacts of the
business environment on their implementation.
· Recognize the complexity of marketing strategies and basic concepts unique to
business- to-business marketing.
· Utilize techniques for evaluating opportunities, product pricing, distribution, and promotion
strategies in a global market.
· Locate and utilize key sources of information for conducting marketing research.
· Recognize the importance of marketing within a socially responsible framework.
· Global vs. Domestic Marketing (International Environment)
· Development of International Competitiveness
· Segmentation, Targeting and Positioning Approaches
· Global Marketing Research
· Value Proposition Management
· International Marketing Mix
· Branding in an International Context
· Market Research.