International Strategic Marketing

Description

Performs a critical analysis of the strategic opportunities and challenges facing businesses using scientific studies, case studies and (international) company visits. Designs a set of performance indicators based on a business’ strategy and mission that can be used to assess that strategy’s implementation. Analyses and critically reflects about the internal environment of an organisation, to identify strengths and weaknesses that will guide the (international) marketing strategy. Analyses and critically reflects about the external environment of an organization, to identify opportunities and threats that will guide the (international) marketing strategy. Formulates a sustainable marketing strategy and objectives for an organisation, based on scientific knowledge of and insight in (international) marketing concepts and principles. Develops a marketing strategy and marketing mix and prepare their implementation. Works out an implementation plan starting from an (international) marketing strategy. Understands how cultural differences in consumer behavior can guide and improve (international) marketing management decisions. Understands how to evaluate the effectiveness of a marketing strategy (in an international context). Critically examines scientifically substantiated texts of (business) economic nature and interprets and synthesises them. Looks up, collects, assesses and processes information critically. Writes a scientifically sound document that discusses a research problem/question, the analysis and the research conclusions, as well as how the conclusions were reached. Communicates orally and in writing in a way that is correct on the level of grammar and vocabulary; uses a style that is common in a (business) economics context. Independently or in team, efficiently carries out a clearly defined assignment. Shows social responsibility by following news developments and by critically reflecting on social issues. ERS Objectives Cocreates marketing strategy with external stakeholders in a service learning environment. ERS examples in these projects are used to illustrate basic methodologic, management and economics concepts. Demonstrates insight into how an organization can, through its HR or marketing management, establish a durable and reliable relationship with both internal and external stakeholders by responding to the cultural and institutional nature of the environment in which it is operating, and this way develop a durable competitive advantage. Is able to develop a sustainable marketing strategy, taking into account the ecological and social  impact of production and consumption. Understands how marketing can be used to convince consumers to act or consume in a more social, healthy, and/or environmentally friendly way. In a self-reflection moment, examines how sustainable marketing actions with their external impact them personally and professionally.