Vak: Fundamental Areas of International Business 2 credits: 5

Marketing: 

Students acquire advanced knowledge related to: 

• international marketing strategy, including macro-economic factors influencing international trade and digital marketing; 
• international market segmentation and positioning; 
• product decisions for international markets; 
• foreign market entry mode selection and international distribution and retailing; 
• pricing for international markets; 
• international promotion with a focus on digital marketing – i.e. how to develop an integrated marketing communication strategy and properly integrate different promotional tools in the digital marketing activities of a company; 
• decisions about standardization/adaptation of the marketing mix elements for developing a foreign market entry strategy; 

Business Research:  

1. Basic understanding of business research processes; 
2. Critical reflection on marketing research publications and construct conceptual model; 
3. Understand qualitative and quantitative research; 
4. Learn how to design and evaluate questionnaires to collect primary quantitative marketing data; 
5. Learn how to measure the reliability and validity of the questionnaire; 
6. Learn how to conduct descriptive analysis and report the results on the given marketing data. 

PLOs: 

TWM15.2, TWM16.2, TWM17.2, TWM24.1