International marketingLaajuus (5 cr)

Objective

You are able to: - discuss the importance of marketing abroad - outline the basic principles and design of international marketing - analyze some of the theories underlying international marketing - examine the environments of international marketing - assess foreign market entry strategies and decisions - differentiate between international and domestic product life cycle and the application of this concept in formulating marketing strategies at the different stages of product life cycle

Content

What are the various ways through which companies enter international markets? How investment policies in foreign countries may affect firms going international? How to evaluate information collected through international marketing research? What are the typical problems encountered in conducting research in international markets and ways to solve them? How to be aware and understand the complexity and interconnection of the modern tourism and hospitality industry?

Qualifications

No prior studies needed

Assessment criteria, good (3)

The student is able to: a. describe how the political, legal, and religious environments are likely to impact on firms operating in international markets b. manage appropriate methods to of information search to discuss the major advantages and risks likely to be encountered by firms operating internationally c. carry out and formulate measurement standards that can be used to measure and evaluate international marketing performance d. evaluate the characteristics of different media options in international markets and design effective promotional programs e. discuss market research models and identify the most appropriate one which a firm can apply in deciding on a particular mode of entry f. manage and develop team and individual work g. apply the ethical principles to unfamiliar situations in marketing development