This course explores international markets, marketing strategies, segmentation, positioning, and key concepts like CRM, loyalty programs, and marketing metrics.

Description

The aim of this course is to debate subjects like international/global markets, global marketing environment, trends, international marketing research, marketing information systems, international marketing strategy; Segmentation-Targeting Positioning vs. Blue Ocean Strategy.

By the end of this module, students will:

● Understand how to build a coherent marketing strategy
● Know what international marketing programs are and what is the marketing mix (product, price, placement, promotion)
● Understand Customer Relationship Management and Loyalty Programs
● Use Marketing Metrics – KPIs

Professors

  • JEAN-MICHEL RAICOVITCH

    Professor and Chair of Marketing at CNAM Paris

  • MĂDĂLINA MEGHIȘAN-TOMA

    PhD | Professor & Vice-Dean @ Bucharest Business School