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UNIVERSITY OF PÉCS

Faculty of Business & Economics

Business Degree Programmes in English

MSc in Applied Management

Code

MKG21201

ECTS Credit

Module Title:

Beatrix Lányi, Ph.D.

HUN Credit

6

GLOBAL MARKETING

Module

Leader:

7.5

Assistant professor

Office

Hours:

By appointment

Telephone:

72/501-599 ext. 3182

E-mail:

lanyi@ktk.pte.hu

Macroeconomic, politic, cultural and legal variables are studied in relation to

Short

commercial opportunities available in export markets. Information search and

Description:

international markets assessments are presented as a prerequisite to market entry

and to structuring a marketing strategy and preparing a proposed international

marketing mix. Internet sources of information for export are covered. International

marketing opportunities and challenges are presented for small and medium sized

businesses as well as for large global corporations.

Sessions (weeks) Wednesdays 8,00-11,30

Rationale

Including

Aims:

The general purpose of this course is to examine the scope and challenges of

global marketing and students will be able to apply marketing mix tools

systematically in the extended competitive area.

Learning

Outcomes:

Students will be able to develop critical analytical solutions. After the course

students will be able to redefine problems from a wider perspective and give

unique solutions currently aroused problems.

Knowledge

Learning

Outcomes:

Skills

At the end of the course, a student should be able to:

1. Understand the challenges confronting the international marketing management

of companies.

2. Know and develop a critical evaluation of external factors influencing the

decision making activities of international marketing managers.

3. Analyze an international marketing decision, taking into account ways of

accessing foreign markets, the degree of centralization or decentralization of

decision making and the degree of appropriate...