International Marketing
To compete successfully in the international context it is essential that managers understand the complexity and challenges specific to international marketing. The consideration of country-specific differences and the optimum position along the standardization/localization continuum in the marketing mix are key success factors for your international competitiveness. Global value chains and international project teams require a common understanding of these challenges in the global business language.
Target Group
- Marketing, product development and sales personnel new to international marketing
- Marketing and sales managers from international subsidiaries
- Marketing, sales and product managers seeking to professionalize their approach to international markets
Contents
- Introduction to international marketing decision making
- International marketing research and opportunity analysis
- International marketing mix decisions
- Optional: international market selection and entry
Benefits
- You develop an understanding of how to achieve global competitiveness through the design and implementation of market-responsive programs
- You improve strategic decision making and make more effective use of the company's global marketing resources
- You are in a better position to communicate on marketing issues within the company's global organization improving operational and strategic efficiency
Methods
Instruction, moderated discussions, exercises, group work