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XuetangX

International Marketing

via XuetangX

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Overview

This course aims to develop students' international marketing professional competency. The selection of theoretical knowledge closely focuses on the needs of the completion of international marketing work tasks, by using the marketing working process as the main content. This course also covers the basic concepts of international marketing theory, adding new digital marketing methods, combined with the latest cases and practical project training, including international marketing environment analysis, marketing research, market segmentation and positioning, as well as product strategy, pricing strategy, channel design and management, promotion strategy, etc.

Besides, the course provides many exercises, work projects, forum discussions, latest case studies, including the latest marketing trend in China. After completing this course, students will not only be able to master the latest and relevant overseas marketing knowledge, but also be able to use the knowledge they have learned to analyze problems and solve practical problems.

 

Syllabus

  • 1. Create value with customers: marketing and international marketing
    • Learning objectives
    • Market and customer needs
    • Creating value with customers
    • Understanding of the International Marketing
  • 2. Understand customer value: the analysis of international marketing Environments
    • Learning objectives
    • Introduction to the international marketing environment
    • Analysis of macro-environment
    • Analysis of micro-environment
  • 3. Explore customer value: international market research
    • Learning objectives
    • Introduction to marketing research
    • Methods of marketing research
  • 4. Understand Customer Value: Analysis of Buying Behaviour
    • Learning objectives
    • Analysing consumer markets
    • Understanding the buying decision process
    • Analysing business markets
  • 5. Identify customer value: Target market positioning
    • Learning objectives
    • Segmenting the market
    • Targeting the Market
    • Positioning the Market
  • 6. Build customer value: products, services and brands
    • Learning objectives
    • Sorting out product attributes and grouping products
    • Marketing through product life cycle
    • Building a brand
  • 7. Obtain customer value: Price a product
    • Learning objectives
    • Setting Prices for products
    • Determining the pricing strategy
  • 8. Distribute customer values：marketing channels
    • Learning objectives
    • Building the supply chain and marketing distribution
    • Managing Marketing Logistics and distribution channels
    • Intermediaries
  • 9. Deliver customer value: Promotion Strategy
    • Learning objectives
    • Promotion & promotional mix
    • Advertising，sales promotion, personal selling and public relations
  • 10 Engage customers in marketing: new marketing strategies in digital economy
    • Learning objectives
  • 11. Final examination

    Taught by

    Guangzhou Panyu Polytechnic

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