This course is an introductory course on global marketing and branding. The course draws upon theoretical principles of marketing and branding and applies them to an international context. The course teaches marketing basics and covers value creation, global branding, communication, and product development, amongst other topics, with an emphasis on cultural considerations inherent in international business, and their relation to marketing and branding decision-making.
Global marketing is a structural form of export, in which policies, goods and services are tailored to the entire global market with few adjustments made at the local level. Global branding refers to the management of a brand in different regions of the world, aiming to increase the brands strength and recognition in the operating markets.
The focus within this course is on the theoretical knowledge in the field of analysing and developing a global-localized brand and marketing strategy. The student can apply this knowledge to the individual assignment within the course and the central group project within the minor. The focus is on deciding whether and why a company opts for internationalization and what this entails.
The student carries out a market scan (home country) for a Dutch company and provides advice for his/her home country:
In what way should Dopper “as a whole concept” put itself in the market or extend their presence in your home country/region?
- The student develops knowledge of the basic concepts of marketing & branding (such as segmentation, targeting, positioning, the marketing mix, global and cultural issues, etc.).- The student critically analyses marketing dilemmas and decision-making for problem-solving in an international context
To access the minor Intercultural and International Communications, students must be able to read, write and communicate in English without major difficulties (B2,C1).
There might be additional costs for fieldtrips or visit to the client(s).