This course is not just designed for university students majoring in international trade and business, but also for anyone who wants to figure out more about the current international market to understand who could market and what could be marketed in the new era, for they would definitely find it is amazing to know International Marketing would make them universal learners with critical thinking and knowledge.
Overview
Syllabus
- Part one: Understanding Marketing Management
- Chapter 1 Defining Marketing for the new Realities
- Chapter 2 Developing Marketing Strategies and Plans
- Part two: Acquiring Marketing Insights
- Chapter 3 Collecting Information and Forecasting Demand
- Chapter 4 Conducting Marketing Research
- Part three: Connecting with Consumers
- Chapter 5 Creating Long-term Loyalty Relationships
- Chapter 6 Analyzing Consumer Markets
- Chapter 7 Analyzing Business Markets
- Chapter 8 Tapping into Global Markets
- Part four: Establishing Brands
- Chapter 9 Identifying Market Segments and Targets
- Chapter 10 Crafting the Brand Positioning
- Part five: Creating Value
- Chapter 11 Setting Product Strategy
- Chapter 12 Developing Pricing Strategies and Programs
- Part six: Delivering Value
- Chapter 13 Designing and Managing Integrated Marketing Channels
- Chapter 14 Managing Retailing, Wholesaling
- Part seven: Broadcasting Value
- Chapter 15 Designing and Managing Integrated Marketing Communication
- Chapter 16 Managing Digital Communications
- Part eight: Taking Marketing Responsibilities and Social Responsibilities
- Chapter 17 Managing a Holistic Marketing Organization for the Long Run
- Final Examination
Taught by
East China Jiaotong University
