Course Overview

Upon completion of this course, students will have learned: 

- International marketing and new trends
- Fundamentals in marketing and contextualization of tools in an
international environment that is unstable and diverse
- Examples of the adaptation of tools according to international
trends: sustainable development, “Bottom of the Pyramid” markets,
digital economy, hard economic times, potential opportunities and new
approaches of African markets

Learning Achievement

Competence

Course prerequisites

- Basic level of English.
- Fundamental principles of marketing.

Grading Philosophy

- Essay, written exam (2 hours): 80% of overall grade.
- Course work - report (group work): 20% of overall grade.

Course schedule

I. INTRODUCTION TO INTERNATIONAL MARKETING - International marketing
≠ Global marketing? - Back to fundamentals of marketing - Case
studies: IM by SMEs & IM by big firms (articles for reading and
discussion) II. LOOKING FOR GROWTH DIVERS

- Segmenting targeting and positioning
- Introduction to strategic innovation
- Introduction to sustainable marketing (vs green washing)

III. INTERNATIONAL MARKETING & INNOVATION. AT ANY COST?

- Value creation through sustainable business model
- Examples from the Bottom of the Pyramid approach

IV. PUTTING DE "PS" INTO THE QUESTION?

- Optimizing the place in the marketing mix
- Optimizing the promotion in the marketing mix

Course type

Lectures.

Online Course Requirement

Instructor

Other information

Maximum number of students: 28.
Duration: 20 hours
Study level: Vocational Bachelor
Language of instruction: English
Mode of delivery: Face-to-face teaching

Site for Inquiry