About the program

In today’s rapidly evolving business landscape, mastering marketing strategies is essential for success. This program, as a part of YUFE Managing complexity courses, is designed for individuals from all backgrounds, including business professionals, entrepreneurs, and anyone with an interest in understanding how marketing shapes the world. With a hands-on, practical approach, this course will teach you how to navigate market dynamics and develop robust marketing strategies that work in the real world.

Who Should Take This Program?

This course is ideal for anyone looking to sharpen their marketing skills and gain practical experience in strategy development. Whether you are a professional aiming to update your expertise, a small business owner looking to build more effective marketing campaigns, or someone simply curious about the mechanics of marketing, this course offers valuable insights and actionable knowledge.

Course Highlights:

• Interactive Learning: Active class participation is key to this course. You’ll engage in continuous oral assessments, where you’ll receive real-time feedback and be graded during dynamic class discussions.
• Team-Based Projects: Participants will work in teams to analyze real market environments, conduct market research, and design a tailored marketing mix that suits specific business needs. These projects focus on real-world challenges, preparing you for practical marketing applications.
• Versatile Assessments: The course includes a variety of assessment methods, giving you more control over your learning experience.

Lecturers: prof. dr. sc. Ivana First Komen and Nina Grgurić Čop.

Learning outcomes:

1. Explain the impact of the international marketing environment on the strategic decisions of business entities.
2. Create and present an international marketing plan.
3. Choose marketing mix strategies for the international market. 

ECTS points: 6 (about 180 hours of workload devoted to class participation, individual studying and group assignments)

Language: English

Admission criteria: Applicants are expected to have a basic understanding of marketing principles.

Required readings:

1. Ghauri, P.N., Cateora, P: International Marketing, McGraw-Hill Education, Maidenhead, 2014. – selected chapters
2. Lecture notes

Topics covered in class

• Int. marketing environment
• Researching int. markets
• Int. marketing strategies and market entry strategies
• Segmentation, targeting, positioning and branding
• Ethics and Social Responsibility in int. marketing
• Price, product, place and promotion related decisions in int. marketing

Assessment

Participants are required to read the assigned chapters in advance (flipped classroom concept). Participants will be assessed throughout the course via continuous assessment, group assignments, and a final exam. 

Certification and Course Completion

To successfully complete the course, participants must achieve a) at least 50% on each learning outcome (LO), b) 50% of the total points for continuous assessment and group assignment, and c) 50% of the total course points. 

Enroll Today!

Whether you’re looking to advance your career, better market your business, or simply enrich your CV, this course equips you with the skills and strategies to succeed!

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