International marketing

Course contents
  • - Marketing strategies: target system, market participant strategies, market segmentation, market development strategies, positioning, market field strategies, competitive strategies
    - Fundamentals of market and marketing research: object / tasks, methods of information gathering and information evaluation
    - Marketing mix: product policy, pricing policy, distribution policy, communication policy
    - Basics of consumer behavior (S-O-R paradigm, activation-theoretical foundations / involvement, psychological, cognitive and sociological basics)
    - Fundamentals of market and marketing research (object / tasks, methods of information gathering and information analysis)
    - Fundamentals of strategic marketing
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