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 point: 6

Language: English

Required readings:

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

Schedule

Lectures will be held online on Thursdays from 4-8 pm CET, according to the following schedule:

• NOV 14^th 2024 – Introductory lecture, Group assignment, Case study
• NOV 21^st 2024 – The scope of int. marketing; Int. marketing environment; Researching int. marketing (Chapters 1, 4, 5, 6)
• NOV 28^th 2024 – Group assignment; Int. marketing strategies (Chapters 9, 10, 11, 12)
• DEC 12^th 2024 – Group assignment
• JAN 09^th 2025 – Ethics and Social Responsibility in int. marketing; Product and place related marketing decisions (Chapters 14, 15, 16, 17)
• JAN 16^th 2025 – Group assignment; Price and promotion-related marketing decisions (Chapters 18, 19)

Assessment Structure

Participants will be assessed throughout the course via continuous oral assessment, group assignments, and a final exam. The breakdown of total points is as follows:

• Continuous oral assessments: 30%
• Group assignment: 40%
• Final exam: 30%

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. If participants meet all these requirements already during continuous assessments and group assignments and are satisfied with the grade (maximum grade: C), they have the option not to take the final exam. Those who reject that grade and opt to take the final exam must score at least 50% on the final exam to pass the course and cannot claim the grade they initially rejected. If participants achieve less than 35 points before the final exam, they fail the course without having the right to take the final exam. See the table below for better understanding.

Continuous oral assessment

Students are required to read the assigned chapters in advance (REVERSED CLASSROOM concept).

Each student will be assessed:

• at least once during lectures on NOV 21st and NOV 28^th 
• at least once during lectures JAN 9th and JAN 16^th
• once during the final presentation JAN 16^th

Group Assignment

In teams participants prepare an International Marketing Plan (in two steps) and present it in class.

Final Exam (dates to be decided)

• the same required reading defined for continuous assessment
• multiple choice + short questions

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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