1. International marketing versus global marketing  Differences between export, international and global marketing  Characteristic of international and global marketing 2. Standardization versus adaptation  Factors that influence standardization and adaptation in international marketing 3. Marketing aspects of CSR 4. International marketing environment  Elements of environment that influence managers decisions in international business 5. The cultural environment in international marketing  Elements of culture that influence international marketing 6. Product on international markets  Factors influencing product strategies  Product strategies  Brand and product names (how to build ethical brand?)  Country of origin effect 7. Promotion on international markets  Factors influencing promotion strategies

Period
05-07-2014 - 19-07-2014 (2 weeks)

Target group
UNDERGRADUATE GROUP

Course aim
After attending this lecture a student should be able to: 1. Characterize the nature of marketing management on international markets 2. Describe the types of factors that managers must take into consideration when deciding whether adopt or standardize marketing strategies 3. Discuss the CSR issues in marketing activities 4. Discuss the basic kinds of product policies and decisions made in international business 5. Discuss the factors that influence international promotional strategies and the blending of product and promotional strategies 6. Identify pricing issues and evaluate pricing decisions in international marketing 7. Discuss the elements that influence international distribution decisions



Credits
1.5 ECTS credits

Course fee
EUR 650[Convert to USD]The cost of participation in the Summer School Poland.

Course leader
Dr Aleksandra Kuźmińska - Haberla

Wroclaw University of Economics
Address: ul. Komandorska 118/120
Postal code: 53-345
City: Wrocław
Country: Poland
Website: http://www.summerschool.pl/
E-mail: Joanna.Radomska@summerschool.pl
Phone: +48 713680209