Global Marketing Management

5 ECTs / Semester / English

This course introduces the field of international marketing. It covers the complex and interesting environment of international marketing and its various dimensions such as cultural, economical, political. It then considers how these dimensions interact with marketing elements (e.g., branding, pricing, channels and distribution, communications, sales promotions, segmentation, targeting, and positioning) and how marketing managers could use them to obtain benefits for the firm and for society as a whole.

Prerequisites: NA