Sustainable International Marketing

Aims of the course

- Enable students with the knowledge about marketing in dynamic market environments
- Develop competence of understanding market diversity and its influence on marketing strategy, marketing mix, and marketing tactics
- Develop competence of understanding the standardization/adaptation concept
- Develop competences and skills of team work, presentations and case studies
- Reporting (oral/written)
- Critical analysis/synthesis; critical thinking; problem solving

Course syllabus

1. Diversity of international markets and marketing environment
2. International marketing research
3. Market selection and targeting on international markets
4. Local buyer behavior, segmentation and positioning
5. Marketing mix and development of marketing strategies, Standardization vs. adaptation
6. B2B marketing and supply chain management in international markets. Relationship marketing
7. International marketing of services
8. Future challenges of international marketing

Course director(s)