The aim of this course is to provide students with a general understanding of the various challenges international and global markets face while helping them develop the analytical tools necessary to become successful international experts.

 

This course examines core issues in international marketing, with every effort made to reflect the diversity of firms and markets throughout different parts of world. The course starts by considering changes in the global marketplace and emphasizes the importance of understanding cultural diversity in order for businesses to respond effectively to different market conditions.

 

In addition to cultural factors, this course also examines other macro and micro-environmental factors which all help when identifying and evaluating market entry strategies. This course focuses on various key topics in international marketing planning including marketing communications, global branding and advertising, exporting, managing and logistics, pricing, and ethical, financial, and organizational issues.
 

Credits: 3

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Languague of instruction: English

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Location: Madrid