Marketing Management (3cr)

Evaluation scale

1-5

Content scheduling

Content
Class-Introduct / Marketing
Marketing Project - Trade
International Trade / Economic Complexity Map
Quiz 2 - Class (Chapters and 12, guide book)
Segmentation / Product development
Relationship Marketing
Case solution
Cultural Analysis
International Marketing
Cultural Analysis report
Final Presentations

Objective

The student can create a marketing plan for a different cultural environment. The student knows the environmental factors of this process and can take into consideration their effect on adapting existing means of competition in the target market.

Students can develop a marketing plan for a company in the international context and know about marketing mix adaptation in different markets.

Content

- Environmental analysis
- Different strategies available for 4 P adaptation

Materials

Guide Book - International Marketing / Cateora-Graham - Pearson

Reference Book - Marketing Management – Philip Kotler - Pearson

Teaching methods

Methodologies include Competitors Analysis, Value Proposition, Segmentation, Jobs to be done, Hofstade Analysis, extended marketing mix, branding, digital marketing

Case analysis

International marketing plan report.

Student workload

16 sessions of 90 minutes, including a recovery class.

32 Hrs. of personal work and team work.

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

Further information

The marketing concepts, value, scope.
Typical steps of the strategic marketing management process: strategic analysis, conceptualization, formulation and strategic control
theory and in practice of concepts and methodologies on Strategic Marketing, operational marketing and international marketing.
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
Basics Customer Relationship Management