Imagen del curso Global Marketing
Summer School of Economics and Business
The course aims to provide students with the skills and knowledge that will enable them to work with companies that are involved in International marketing.
The course is structured according to the main decisions that companies face in the global marketing process:
- The decision whether to internationalize
- Deciding which markets to enter
- Market entry strategies
- Designing the global marketing programme (plus overview of Implementing and coordinating)
The course is primarily based on a combination of lectures (theory) and case studies (concepts in action). A number of related readings are proposed along the topics. A group project allows students to put learnings in practice.