This key marketing course is designed to give students an insight into the strategic problems and opportunities companies face as they move to global markets, in general, and European markets in particular. Solid knowledge and an understanding of the markets in which companies operate are important for all business activities. The course focuses on strategic marketing issues such as the application of the marketing mix in an international business environment, and international branding and advertising. The challenges of product and media proliferation, distribution channels and media will also be discussed. The opportunities for successful marketing in a European environment will be explored. The course provides the students with a comparative framework for understanding different
marketing systems, and macro-environmental variables of different countries. Participants will also be able to develop and implement a competitive marketing strategy for Europe.