IER 305 – International Marketing

IER 305 – International Marketing; Weekly hours: 2+1, ECTS: 5
Upon successful completion of this course, students will be able to understand the potential of different countries as different markets, to appraise the potential of different countries for a variety of goods and services, to analyze environmental variables of international marketing, to present and defend alternative marketing mix selections against different contexts, to understand the importance of culture in international marketing success. International marketing is one of the most recent scientific disciplines in business economy and monitor and analyze the international marketing activities of the enterprise from a specific angle. Within this course students will learn about: trade distortions and marketing barriers, political, legal, economic and cultural environment of International marketing. Special attention is paid to cultural differences and similarities in different countries, the context of consumer behavior, marketing research and information systems, and product and promotion strategies in the international context.