International & Global Marketing

Lehrinhalte
  • The course aims at covering the following key topics:
    - Fundamentals of international marketing
    - Market development and market entry strategies (brush-up)
    - International marketing as an internationalization challenge
    - The role of cultural, political, legal and socioeconomic environment in international marketing
    - Key strategic approaches, strategies and decisions in international marketing
    - Company, product and brand positioning in international markets
    - Developing and implementing an international marketing mix: product, price, distribution and communication decisions
    - E-commerce and international marketing
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