State-of-the-art insights taken from research and best practice on internationalmarketing helps the marketing decision-maker to acknowledge and harness fully a number of new marketing realities. Consequently, this module provides the current or future marketing manager with the essential skills and knowledge base needed for international marketing success.
Globalisation has developed from a trend into a fact. For marketing in particular, plenty of new opportunities and new challenges have emerged. How are international customers different, what is the best strategic approach to entering new markets and can we continue with our proven marketing practices or do we need to adapt?
Dates 2016: September 9th (9pm-6pm) and September 10th (9am-1pm)
Professionals and Executives
1.650 € for the Module
This module is part of our International Business Programme (IBP). It can be taken separately or joined with other modules.
›› You will learn to appreciate opportunities and understand the pitfalls of international marketing
›› You will be able to frame and structure the challenges of and approaches to international marketing
›› You will understand what drives the success of global marketing champions
›› You will be able to define marketing strategies for a global arena
›› You will be able to apply tools to prepare and implement marketing actions across country markets
›› Marketing realities on a global scale
›› Cultural diversity and its impact on buying and marketing
›› Coordination of marketing activities across country markets
›› Product standardisation vs. price discrimination
›› Best practice insights from a global marketing champion
“Congratulations to Professors Jacob and Wilken! They were great, and the time we spent with them was very interesting. We covered a lot of material and they had a very good teaching approach regarding cases etc.”