International Marketing

 

 Tittle International Marketing
 Department  International Management and Marketing
 Type (compulsory/optional)  Compulsory
 Cycle (first/second)  First Cycle
 Semester when the component is delivered  8-th semester
 Course description  The aim of the discipline is – the formation of theoretical knowledge system and practical skills in marketing activities in global commodity and regional markets needed to achieve commercial purposes in international business; help students gain knowledge about the modern concept of international marketing and conditions, mechanisms and instruments for its use in the activities of international companies (enterprises).
 Course content
Module 1. International Marketing paradigm and marketing researches
Topic 1. Nature of international marketing: challenges and opportunities.
Topic 2. The international environment: cultural dynamics in assessing global markets, government, political and legal forces.
Topic 3. Marketing research and information system.
Topic 4. Country selection and entry strategies.
Topic 5. Segmentation in an international context. International positioning.
Module 2. International Marketing complex
Topic 6. International product and brand marketing.
Topic 7. Pricing for international markets.
Topic 8. The management of international distribution and logistics.
Topic 9. Promotion strategies: personal selling, publicity, sales promotion and advertising.
Topic 10. International communications.
 Learning outcomes  International Marketing studies can be useful to land a job as an International Marketing Manager. In this position, student will be required to oversee the marketing strategy of a company in the international market. The job will involve analyzing the potential market and predicting the profitability of various products or services.
The course has been designed for people wanting a successful and rewarding career in sectors such as:
- advertising
- branding
- communications
- creative and design
- digital marketing
- direct marketing
- event management
- market research
- marketing (general)
- media
- product marketing
- public relations
- sales
By the end of the course, students will be equipped with the skills to think and act independently, and to arrive at well-considered judgments and decisions in co-operation with others. Students will be able to interpret information, data and ideas to produce creative solutions to problems and identify market opportunities.
Generic competences:
- ability to analyze and synthesize;
- ability to apply knowledge;
- ability to create new ideas (creativity);
- ability to organize and plan ahead;
- ethical commitment.
Specific competences:
- ability to analyze the foreign countries costumers needs;
- ability to analyze the foreign countries internal and external environment as to its needs;
- ability to prepare marketing mix for the foreign countries;
- ability to use the most important marketing tools (marketing mix, marketing research, marketing plan etc.) for the foreign countries.
 Contact hours (lectures/seminars)

  20/10
 
Prerequisites

  Management, Marketing, Organizational Behavior, Business English, Business Communications, Economic Theory (basic).
 Number of ECTS credits allocated

  4 credits