Prof. Ezeni Brzovska
|Course objectives (competences):
International marketing explains the structure, nature and different characteristics of the international environment. The course explains the complex nature of international marketing and the need to analyze the different economic, social, political, cultural and legal dimensions from a conceptual and applied perspective. International marketing explains the impact of factors in the international environment and the need to integrate them into marketing programs and strategies. The subject of research is changes in the international environment and adaptation of product, price, distribution and promotion in different countries.
PART I INTERNATIONAL MARKETING – CONCEPT AND CONTEX
PART II INTERNATIONAL ЕNVIRONMENT, SELECTION AND TARGETING STRATEGIES IN INTERNATIONAL MARKETING
SECTION III ENTRY STRATEGIES IN THE INTERNATIONAL MARKETING
SECTION IV MARKETING INSTRUMENTS OF INTERNATIONAL MARKETING