Course Details
Country:
Netherlands
Institution:
Free University of Amsterdam
Course Title:
Global Marketing Innovation
Course Number:
E_IBA2_GMI
Course Description:
The course is one of the essential pieces of the semester on the international context of the IBA program and introduces you to global context in the field of marketing (innovation) during Period 5. Today’s marketer operates in an international environment and hence needs to have the capability to understand different cultures and the specific needs from consumers all over the world. These capabilities and knowledge are particularly important for companies who want to ‘go global’, as they will need to balance between standardising the marketing mix (to gain economies of scale) and adapting their approach according to country or regional differences (to satisfy customer needs). One of the most important factors and success factors in staying competitive in a global marketplace, is differentiation through innovation. Based on thorough knowledge of consumers’ changing consumption patterns and preferences, companies can develop new products, strategies, or marketing, to remain relevant.
Language:
English
Approved Equivalent:
MKTG 407
Attachment Files:
Studyguide (2)_14.pdf
