Following the completion of the module, students will: a) be in the position to identify opportunities in international markets, b) assess international marketing strategies, c) be able to offer customer value through the international marketing practices, d) to improve competitive advantages in international markets.
Course Content (Syllabus)
The module is structured across two main sections; firstly the international marketing environment and following this, the design and implementation of the international marketing plan. The topics covered in this module include the scanning of the international marketing environment, the research in international markets, the decisions regarding the potential entry modes as well as decisions regarding the international marketing mix (product, place, promotion and price).
Additional bibliography for study
Cateora, P. & J. Graham (2003), Διεθνές Μάρκετινγκ, Εκδόσεις Παπαζήση (Α + Β Τόμος)
Czinkota, M. R. & I. A. Ronkainen (1997), International Marketing, Thomas Learning: London.
Hollensen, S. (2008), Essentials of Global Marketing, Pearson Education –Prentice Hall: Essex, UK.
Πανηγυράκης Γ. (2017), Διεθνές Μάρκετινγκ, Εκδόσεις Σταμούλη