This course is to provide insight in how to apply the principles of marketing to international cross-border business. It will address what the consequences are for the marketing of a company or product, if it does international business outside its home market. It will not only aim at providing the theoretical concepts of global marketing and sales but will illustrate how it works in real life. Core question to be addressed is the dilemma global vs. local in the marketing approach to foreign markets.
It will deal with the following subjects:
·The macro environment of doing cross-border business
·The strategy and business models to use in internationalization of businesses.
·The application of the 4p´s in international marketing
·The internal organizational consequences of going international.
- Teacher: Peter Vogelsang