International Marketing

NámsgreinV-736-INMA
Önn20193
Einingar7,5
SkyldaNei

Ár1. ár
ÖnnHaustönn/Fall 2019
Stig námsgreinar4. Framhaldsnám, grunnnámskeið
Tegund námskeiðsValnámskeið
UndanfararEngir undanfarar.
SkipulagEkkert skráð skipulag.
Kennari
Ramón Diaz-Bernardo
Lýsing
The purpose of the course is to provide students with an integrated perspective of the interaction between the variables of the marketing mix, within the general strategy of a company, considering also the interrelation with demographic, political, economic and socio-cultural factors. Another purpose is to provide students with an understanding of the dynamics of the customer / marketing mix in an international context. A final purpose is to understand the different international expansion / marketing strategies available to a company, according to its specific needs and characteristics. The following topics and concepts are covered: This course will cover two main topics: Marketing Strategy for Decision Making and International Marketing Strategy. The Marketing Strategy for Decision Making part would be devoted to gain a better understanding of the main concepts of marketing management and marketing strategy. Students will see how a decision made today will affect the company’s value in the years to come. Not just in theory, but through the lessons of real market factors. Through direct competition, participants pilot a company through a competitive landscape in which all of their marketing skills are required. Whether creating a new market or further penetrating an existing one, both strategic and tactical abilities are required: R&D, finance, portfolio management, segmentation and positioning, as well as pricing, promotion and distribution. It also reinforces a strong focus on competitive thinking and market understanding and reflects the impact a sudden competitive move or changing customer needs can have on a company, and encourages teams to look beyond their own corporate walls for insight and ideas. International Marketing Strategy would be dedicated to analyse frameworks for developing international marketing strategies. Students look into different cases of marketing strategy for companies that are competing in the international market place, examine approaches to international market segmentation and positioning, and international marketing mix strategies. Different market entry strategies and methods of market analysis and market research will be examined.
Námsmarkmið
Knowledge: Collection of facts, concepts, theories and techniques acquired by students. The student should: - Understand the variables of the marketing mix within the general strategy of a company, considering also the interrelation with demographic, political, economic and socio-cultural factors - Understand the dynamics of the customer / marketing mix in an international context - Understand the different international expansion / marketing strategies available to a company, according to its specific needs and characteristics - Understand frameworks for developing international marketing strategies. Skills: The ability to apply knowledge to different setting in international marketing. The student should be able to: - Identify how marketing decisions affect the company value - Identify potential impact of sudden competitive move or changing customer needs on a company - Analyse frameworks for developing international marketing strategies - Analyse the marketing strategy for companies that are competing in the international market place - Examine approaches to international market segmentation and positioning, and international marketing mix strategies - Analyse market entry strategies - Use methods of market analysis and market research. Competences: The ability to apply knowledge and skills in international marketing. The student should be able to: - Develop and implement an international marketing strategy in a competitive environment. - Think strategically in an international marketing context. - React to a sudden competitive move or changing customer needs can have on a company. - Choose and apply market analysis and market research methods to analyze specific research questions in the context of international marketing.
Námsmat

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