Taught In English

There is no language prerequisite for courses at this language level.

Number of sessions: 30
Length of each session: 1,5 h
Total length of the module: 45 hours
CONTENT
1- International Strategies
1.1 Why Companies Expand into Foreign Markets
1.2 Cross-Country Differences
1.3 The Competitive Environment: Multi-country or Global Competition?
1.4 Pursuing Competitive Advantage by Competing Multinationally
1.5 Profit Sanctuaries, Cross-Market Subsidization, and Global Offensives
1.6 Strategic Alliances and Joint Ventures with Foreign Partners
1.7 Competing in Emerging Foreign Markets
2- International Marketing and the International Environment
2.1 Cultural environment
2.2 Economic and socio-political environments
3- International Marketing Strategy
3.1 The analysis and selection of foreign markets.
3.2 Foreign entry modes: export, contractual arrangements, and FDI.
3.3 The 4 P’s and international marketing: product, price, place, and promotion policies management at the international level.
BIBLIOGRAPHY
Czinkota, M & Ronkainen, I. (2001): International marketing (6th ed.). Prentice Hall.
Grant, R. (2003): Contemporary strategy analysis (4th ed.). London: Basil Blackwell.
Porter, M.E. (1980): Competitive strategy. NY: The Free Press.
Porter, M.E. (1985): Competitive advantage. NY: The Free Press.
Root, F. (1994): Entry strategies for international markets. NY: Lexington Books.
Thompson, A., Strickland, A.J. (2001): Crafting and Executing Strategy. 12th ed. NY: McGraw-Hill Irwin.
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