European Marketing - MK 463

Course Objectives

Be aware of the main issues in international marketing
Understand alternative strategies implemented by global firms

Course Content

Introduction: The place of Europe in today's business world /
The European marketing environment
The economic environment
The social and cultural environment
The political and legal environment
The political and legal environment
Information technology and telecommunications in the E.U.
Analysing and targeting market opportunities in Europe
Assessing marketing opportunities in Europe
Segmentation, targeting and positioning in Europe
Developing marketing strategies for Europe
Market selection and market entry alternatives in Europe
Competition in Europe and strategy
Product and service decisions
Pricing decisions and strategies
Channel decisions and distribution strategies
Promotion and communication strategies
The future of marketing in Europe

Recommended Text:
Global Marketing Management/ Keegan/Schlegelmilch, A European Perspective - Prentice Hall