Course goals
This course aims to provide students with a strategic perspective of the role of marketing in international context. It explores how daily lives of global consumers are shaped by products from all over the world. Subsequently, the course discusses how international brands should take the diversity of their customers into consideration when it comes designing products and services. In sum, the course provides a framework to be used by firms in order to enhance their international competitiveness. Special emphasis is put on the application of emerging marketing paradigms – including experiential and transformational marketing – at international scales.
Course results
- Understand global forces and major trends that shape international markets.
- Understand how marketing and branding decisions should reflect world market characteristics.
- Identify and classify potential opportunities to serve international markets.
- Develop effective marketing plans to systematically guide the internationalization endeavors of firms.
- Make effective decisions to adapt the firm’s offer to international markets.
- Apply the popular paradigm of experiential marketing to the context of international branding.
- Apply emerging paradigms (i.e. experiential and transformational marketing) to the context of international branding
