On successful completion of this course the student should be able to:
This course will cover global marketing theory, practice and cases. More specifically, topics will include global marketing environments, global marketing functions and strategies, the four Ps (product, price, placement and promotion) of global marketing, and new trends in global marketing. The course will discuss how specific international functions are carried out and how they impact the global marketing strategy of the firm, including: market research, international market selection, international market entry, and global segmentation, targeting and positioning. Finally, we will discuss how the 4Ps of marketing are applied in the global arena and discuss ethical implications of marketing decisions, including how marketing can contribute to the development of responsible consumption and production and ensure sustainable consumption and production patterns
Group assignment. Contributes 100 % to the final grade. Letter grades. More information will be given in Canvas.
Due to grade requirements for state authorised auditors, a regular examination will be held both autumn and spring.
School of Business and Law