International Business and Marketing (SBUEK_181)
To provide students with knowledge of the nature of the concepts of international business and marketing, looking at it as a set of activities and processes in today's international business environment, analysing the changing nature of the world economy and the key advancers of globalisation. Explore the role of international business and marketing in the context of consumers, clients, partners and the public, explain how national political, economic, and legal systems differ. During the course international business start-up factors will be analysed, product adaptation to different markets will be explored, considering intercultural differences and developing marketing strategies in international markets using creative thinking techniques and tools to develop new business ideas.
Students have gained knowledge of the following concepts: international business, globalisation, political system, economic system, legal system, innovation, multinational companies, organisational architecture, intercultural governance, international trade and international business strategies.
Students understand how the political, economic and legal systems of countries differ; understand how social cultural differences affect entrepreneurship; assess how a company can profit by expanding globally; define various global competition strategies and their pros and cons; understand how an organisation can be aligned with a strategy to improve international business performance; describe the development of the concept of international marketing and evaluate its importance in business; assess the importance of intercultural differences in international marketing and their impact on the company's operations in an international environment.
Students use creative thinking techniques and tools to develop new business ideas. Develop an international business strategy. Analyse and compare different solutions to improve business performance in international business. Demonstrate and defend the developed business strategy. Are able to analyse the latest marketing trends and integrate them into the company's marketing activities; assess international marketing and business factors; are able to internationalise goods and services.
Creative and analytical thinking;
Demonstrating and defending of ideas;
Ability to organise international marketing research;
Ability to assess the external factors of international marketing and their impact on business;
Ability to evaluate the factors influencing the start of international business.
Study course planning
|Study programme||Study semester||Program level||Study course category||Lecturers||Schedule|
|International Business and Start-up Entrepreneurship, IBSE||4||Bachelor’s||Limited choice|