The course aims to develop a critical understanding of the role of marketing in an increasingly globalised economy. It seeks to build an awareness of a range of concepts and theories underpinning effective marketing of goods and services across international borders. Students will be provided with a set of resources for independent thinking and practical application of concepts to situations mimicking the changing global environment to allow them to consider alternatives to bridge border and cultural divides.

This course will cover the following topics:

- International marketing and factors driving internationalization;

- analyzing the external marketing environment;

- international market entry decisions;

- managing the marketing mix.

In this course students will learn:

- to evaluate the concept of globalisation, cultural diversity and implications on the marketing of goods and services across borders;

- to use a range of frameworks to analyse market conditions as a way of gauging broader environmental conditions, competitive and consumer trends to recommend appropriate marketing strategies;

- to apply relevant theories and concepts to different marketing situations, making requisite recommendations on the adaptation of standardisation of the firm’s marketing mix;

- to critically evaluate each firm’s marketing context to determine appropriate market entry modes

In this course there is an allowance for absence for 10% of the course time except on the last class (April 24) when there is the final presentation.

Within this course, a variety of didactic elements are utilized to facilitate the successful completion of learning outcomes outlined above. The course is delivered as a mix of lectures covering theoretical concepts and their application, as well as articles to be read at home and discussed in class).

A key element in the course delivery is the group presentation during the last class, which allows for an immediate transfer of theoretical knowledge to a practical international marketing challenge. Within their group, students develop a fully-fledged market entry strategy, where they learn to apply their knowledge hands-on

Participation accounts for the remaining 20%.

Additional information to be found below in the section "for course members only".

Non applicable

Non applicable

In case of queries, please contact riina.koris@ebs.ee

THIS COURSE IS EQUIVALENT TO OTHER COURSES IN INTERNATIONAL MARKETING AT THE WU. PLEASE MAKE SURE TO REGISTER FOR ONE OF THESE ONLY.

Regular attendance in class is mandatory, particularly in the first session, as groups will be formed etc. All information subject to change!