Formation/Cours

The course “Topic in business 2” builds on the classic examples, core concepts, and logical structure with the fast paced globalization: the increasing role of corporate social responsibility; advances in technology, e-commerce, and digital communication: the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence have disrupted many industries and have opened doors to new business models.

The course will go over international marketing managers efforts to harmonize the organization’s objectives, capabilities, and resources with marketplace needs and opportunities.
The course will go over the analytical approach of analyzing the recurring problems in marketing management, going over the marketing principles, strategies, and practices.

The course will go over the strategic thinking to the complete spectrum of marketing: products, services, persons, places, information, ideas, and causes; consumer and business markets; profit and nonprofit organizations; domestic and foreign companies; small and large firms; manufacturing and intermediary businesses; and low- and high-tech industries.

Over the course a lot of case studies will be covered with an emphasis on the emerging, consumer hungry Asian market.

1. Fundamentals of International Marketing

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

2. CAPTURING MARKETING INSIGHTS

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

3. CONNECTING WITH CUSTOMERS

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

4. BUILDING STRONG BRANDS

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

5. SHAPING THE MARKET OFFERINGS

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

6. DELIVERING VALUE

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

7. COMMUNICATING VALUE

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions,

Managing Personal Communications: Direct and Interactive Marketing, Word-of-

Mouth, and Personal Selling

8. CREATING SUCCESSFUL LONG-TERM GROWTH

Introducing New Market Offerings

Tapping into Global Markets