Marketing Management (3cr)

Evaluation scale

1-5

Objective

The student is capable of creating a marketing plan for a different cultural environment. Student knows the environmental factors to this process and is able to take into consideration their effect on adapting existing means of competition in the target market.

Content

- Environmental analysis
- Different strategies available for 4 P adaptation

Teaching methods

Review key concepts of International Marketing Management and new trends

Understand and apply related Marketing Management concepts such as:

General Content
Value Creation
Competitors Analysis, Marketing Mix, Extended Marketing Mix, Marketing Planning, Sales Planning
The role of international Marketing
Strategic International Marketing Plan to access a New market
Understanding Customers and Markets
Culture has key issue in International Marketing
Adapting the Marketing concepts
Customer Relationship Management

Multiple methods of evaluation
Minimum attendance required

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to carry out environmental analyses in an international company and based on that draw consequences on the adaptation process of means of competition.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to carry out environmental analyses in an international company and based on that draw logical consequences on the adaptation process of means of competition.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out environmental analyses in an international company and based on that draw creatively consequences on the adaptation process of means of competition.

Qualifications

- Basics of Marketing
- Cross-Cultural Business