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IC GML1 Global Marketing incl. Copyright Law ( forår 2011 - 10 ECTS )

Rammer for udbud

Uddannelsessprog: engelsk
Niveau: Bachelor
Semester/kvarter: 4 th semester
Timer per uge: 3, approx. During the semester: 30 lessons (150 working hours approx.)
Deltagerbegrænsning: -
Undervisningssted: Herning
Hovedområde: Det Samfundsvidenskabelige Fakultet
Udbud ID: 29823

Formål

The primary aim of the course is to provide the students with introductory knowledge to understanding marketing management in a global perspective. Companies no longer act in an isolated domestic market without any cross-border activities. The aim of this course is to enhance the students' understanding of the challenges and decisions when doing marketing across national boundaries and cultures.

A part of this globalization is Internet Marketing, also referred to as e-marketing, web marketing, online marketing. E-Marketing is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information to a global audience. Digital marketing is a broader perspective than just marketing on the Internet. It covers all digital marketing media. One of the aims of this course is to provide students with introductory knowledge to digital marketing management.

Indhold

To achieve this aim, students have to acquire the following qualifications:

a) Knowledge about:

eMarketing trends
online shopping trends
Customer relationship marketing in relation to eMarketing
B2C and B2B eMarketing
Understanding the concept of online-marketing vs. offline-marketing and especially the combination
Product development in an international perspective

b) Proficiency in:

Deciding which markets to enter
Deciding market entry strategies
Making international marketing mix decisions
Implementing and coordinating international marketing programs
Understanding digital marketing media
Develop digital marketing strategies in an international perspective

Faglige forudsætninger

Previous courses in marketing: Fundamentals of Marketing, Branding and Marketing Services

Underviser

Undervisnings- og arbejdsform

30 lessons which combine theory with practical assignments. these may include tutorials with case work, presentations, discussions as well as lectures.