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Postgrado en MARKETING FOR GLOBAL MARKETS

CEPADE - Universidad Politécnica de Madrid.
CEPADE - Universidad Politécnica de Madrid.

Postgrado Online

Precio: 480 €

Resumen del postgrado

METODOLOGÍA DEL CURSO. Both the whole course documentation and the monitoring of the tutorials along with the final exam will be conducted in English. The level required is Advanced. On-line discussion and debate: Participants will discuss and debate on-line a case that will be used throughout the program. This will clearly establish the need for methodologies that support marketing decisions . Individual Study: The text book , the teacher papers, avalibale videos and your owun reserach are required to have an academical framework. Practice: Practice with tools and methodologies, applying them to the case and presenting their application for debate and discussion will build confidence and know-how of each participant.

Objetivos: OBJETIVOS DEL CURSO. To define an international marketing strategy and to know how to choose the most effective international marketing action plans The objectives of the course are: to improve the students’ understanding of the international marketing environment, to improve the students’ understanding of comparative consumer behaviour across cultures, to make students understand the issues of international marketing coordination across country markets to provide students with skills to develop their marketing practice and strategies in international corporations by preparing an international marketing strategy. At the end of the course, students should be able to: Understand how culture influences marketing practices and consumer demand Assess the attractiveness (e.g. size, openness) of international markets considering a firm’s assets Design an international marketing strategy

Temario completo de este curso

TEMARIO DEL CURSO.
MODULE 1
International marketing concept, and reason why
The four levels of globalization
Opportunities: macro and micro. Risks: credit, political, exchange rate, legal and cultural
Cultural dimensions
Culture and consumer behaviour
Globalization, modernization and acculturation
International marketing intelligence
Researching international marketing: Key success factors
Segmenting international markets
How to select international markets. Targeting
International marketing entry models.
Entry models typology
How to choose international markets. Building a decisión criteria
How the entry models impact in the local marketing strategy
MODULE 2
Marketing Mix decisions: product, price, place and promotion
International Marketing Plan
Marketing plan sections
International Planning methods
International product and branding strategies
International marketing product strategy
International marketing product decisions
International marketing branding strategy
International place and price strategies
International marketing place strategies and decisions
International marketing Price strategies and decisions
International promotion strategies
Culture and marketing communications
Key communications decisions
International communication tools
 
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