Marketing 2637-EMBA-EN-MAR

• Understand the marketing process and its core components.
• Recognize how marketing practices evolve in response to global environmental changes.
• Analyze industries, competitors, and customer segments across different markets.
• Examine internal company dynamics, including Product Life Cycle, Portfolio Analysis, Conjoint Analysis, and related tools.
• Apply analytical frameworks to formulate strategic marketing decisions, including positioning, product strategy, branding, and pricing in international markets.
• Understand the concept of brand equity and the methods used to measure and manage it globally.
• Identify ethical issues in Marketing and Marketing Communications, and evaluate the challenges they pose for businesses operating in diverse cultural and regulatory environments.

Upon completion of the course, the student will achieve the following learning outcomes:

1. Scope of knowledge:

● Understands the fundamental concepts, principles, and frameworks of marketing in both domestic and international contexts.
● uses the terms correctly when describing marketing processes, strategies and analytical tools relevant to global markets.
● knows the stages and types of international market entry, segmentation, targeting, positioning and strategic planning.
● knows the ways organizations adapt marketing strategies to cultural, economic, technological and regulatory differences across countries.
● knows the advantages and disadvantages of various international marketing strategies, including standardization vs. adaptation, global branding and pricing approaches.
● knows the strengths and weaknesses of different analytical tools used in international marketing (e.g., PESTEL, SWOT, Porter’s Five Forces, PLC, portfolio analyses, conjoint analysis).

2. Scope of skills - the student is able to:
● make an assessment of international market attractiveness, competitive intensity and customer needs across diverse environments.
● select, apply and verify appropriate methods and tools for analyzing industries, competitors, customers and internal company capabilities in a global context.
● perform an analysis of business needs in the field in the field of international marketing strategy, market entry and global brand management.
● analyze macro and microenvironmental factors.
● select, apply and verify the effects of strategic marketing decisions, including positioning, product adaptation, branding, pricing and communication strategies for international markets.

3. Attitude range - the student understands: (examples to be completed)
● meaning/importance of responsible, ethical and culturally sensitive marketing practices in international environments.
● the importance of cooperation and cross functional collaboration when developing and implementing international marketing strategies.
● meaning of cultural intelligence, global mindset, and ethical responsibility in shaping marketing decisions
● the importance of impact that marketing activities have on consumers, societies, and global business environments, including sustainability and ethical communication.

In-class exercises Individual 6 ex. * 10 points = 60 points During Classes
Project Group 40 points Submission after 3 weeks from the end of the classes

• “Analysis for Marketing Planning”, by Donald R. Lehmann and Russell S Winer;
• Additional materials will be uploaded on the Moodle.