Global Marketing Innovation

Course Objective
ACADEMIC AND RESEARCH SKILLS – STUDENTS CAN CONDUCT A BASIC INTERNATIONAL RESEARCH PROJECT FROM START TO FINISH
After successfully completing this course, the student can
• analyse and demonstrate an understanding of problems from different perspectives (Analysis)

BRIDGING THEORY AND PRACTICE
Students can demonstrate theoretical and empirical knowledge concerning the relevant areas in international business administration
After successfully completing this course, the student can:
• explain, contrast, and compare advanced theories, models and concepts of marketing, and examples of best conduct, in a global context

Students can propose a solution to an international real-life business problem by applying relevant theories and methodologies. After successfully completing this course, the student can:
• provide practical solutions to a real-life business case by applying theory from global marketing

BROADENING YOUR HORIZON - STUDENTS ARE ABLE TO REFLECT ON THE ETHICAL AND SOCIAL IMPLICATIONS OF PROFESSIONAL AND GOVERNMENTAL DECISIONS
After successfully completing this course, the student can:
• describe the international, and (cross-)cultural context regarding the marketing discipline

SELF-AWARENESS – STUDENTS CAN EVALUATE OWN LEARNING, KNOWLEDGE AND ACTIONS
After successfully completing this course, the student can:
• explain his/her own assumptions about working in a global, diverse market place

Course Content
The course is one of the essential pieces of the semester on the international context of the IBA program and introduces you to global context in the field of marketing (innovation) during Period 5. Today’s marketer operates in an international environment and hence needs to have the capability to understand different cultures and the specific needs from consumers all over the world. These capabilities and knowledge are particularly important for companies who want to ‘go global’, as they will need to balance between standardising the marketing mix (to gain economies of scale) and adapting their approach according to country or regional differences (to satisfy customer needs).

One of the most important factors and success factors in staying competitive in a global marketplace, is differentiation through innovation. Based on thorough knowledge of consumers’ changing consumption patterns and preferences, companies can develop new products, strategies, or marketing, to remain relevant. To illustrate, climate change is gaining a lot of media attention nowadays, increasing the awareness and need for sustainable products/consumption. The growth of a strong ‘green movement’ generated a new market and technological innovations in recycling, renewable energy, and production of  environmentally sustainable products.In essence, the course is designed to help you gain insights about the consumer and competitive global landscape and thereby become the next era’s marketer. You will investigate the factors that make global companies create successful business models. As we contemplate on the market driving practices in the global market, we will set the stage for deeper insights for the fundamental issues that shape the marketing strategy today.

Teaching Methods
Lectures
Tutorials

Type of Assessment
Written exam

Practical assignments - group

Participation assignment

Recommended background knowledge
Cross-Cultural Marketing IBA I