International Marketing and Brand Management (5op)

Osaamistavoitteet

After completing the course, the student is able to
• support strategic marketing management and design marketing and branding activities as part of a global marketing program.
• distinguish trends and phenomena (such as ethical issues, sustainability, digitalization) affecting international marketing and branding today.
• evaluate and select between different market strategies,
• support global brand building and brand management,
• formulate international marketing program plan and take into account the balance between adaptation and standardization in international marketing

Sisältö

The global marketing environment, trends, and phenomena
Approaching global markets, segmentation, and selection of target markets
International market entry strategies
The international marketing mix: building customer value through strong global brands, modern marketing channels, international pricing strategies and integrated marketing communications
Global branding concepts
Standardization and adaptation decisions in international marketing

Arviointikriteerit, kiitettävä (5)

Learning objectives of the course were achieved at an excellent level.

Arviointikriteerit, hyvä (3)

Learning objectives of the course were achieved at a good level.

Arviointikriteerit, tyydyttävä (1)

Learning objectives of the course were achieved at a satisfactory level.