International marketing
Course name: International marketing
Cluster: Marketing
Period: International Business - Year 1
Semester: Spring Semester (starts in February)
Study load: 5 ECTS (~140 hours)
Exam: written exam
Course description
Many companies want to expand into new markets to increase their customer base, grow their brand awareness and improve their sales. When a company plans to enter a market in another country, it may use international marketing to distribute and promote its products or services to new customers. If you work for global or multinational companies, it is helpful to understand this type of marketing, so you can use it effectively in your role.
In this course, you will learn everything about International Marketing and the systematic process of internationalization.
Competences and learning objectives
After the course you can:
- Understand the different motives for internationalization;
- Identify and describe different ways of internationalizing a company;
- Draft and evaluate a global marketing program, including the 4Ps, following a systematic approach;
- Advise a firm on how to implement and evaluate the global marketing program;
- Distinguish between international market plans made for an online-only company compared to a semi-online/offline company.