International Marketing

Aims of the course

• to understand the complexity of the international business environment and sustainability trends • to learn how to analyze international markets and industries • to understand the specifics of international marketing vis-à-vis domestic marketing • to get familiar with sustainability trends and goals to understand standardization and adaptation of marketing tools in international marketing • to understand how cross-cultural challenges impact international marketing decisions • to learn about key international marketing issues based on practical examples and case studies of foreign and Slovene companies in sustainability topics/problems. Also develop competence of: - team work - reporting - critical thinking; analysis/synthesis; problem solving

Course syllabus

The course provides the background for understanding the international marketing environment, its trends and challenges in global vs. local markets with the emphasis on sustainability goals and business. It gives insights to developing sustainable international marketing strategies in international firm, standardization and adaptation of marketing, regional aspects and specifics of marketing either from the company or customer point of view based on sustainability challenges. The course is recommended for anyone intending to work with an international firm..

Topics:
1. Global vs. local marketing challenges and trends and sustainability goals.
2. Analytical approach to marketing: PEST analysis, international marketing research, international marketing information system; sustainability research
3. Development of sustainable international marketing strategy: market selection and entry mode, the concept of a marketing mix, standardization vs. adaptation in international marketing
4. Cultural and ethical issues in marketing, including negotiations
5. Regional aspects: marketing specifics in EU, South-eastern, ex-socialist, Asian and other markets
6. Marketing digital transformation and sustainable business models.

Course director(s)