In the International Marketing specialization, concepts, theories andhands on experience are integrated to prepare SolBridge graduates forsuccessful careers in strategic marketing, marketing management, brandmanagement, pricing strategies, services marketing, market research andmodelling, as well as advertising and promotion.
Curriculum Overview
- Brand Management
- Business-to-Business Marketing
- Consumer Behaviour
- Entertainment and Media Marketing
- Industry and Competitor Analysis
- International Marketing Management
- Internet Marketing
- Market Research
- Marketing of Services
- New Product Development
Brand Management
Prerequisite : MKT100
Credit : 3
Description :This course focuses on the examination of strategies involved in tangible and intangible product decisions. Issues and strategies involved in identifying and implementing the development of new goods and services for both domestic and international markets are examined in depth, as well as the management of mature products and services.
Business-to-Business Marketing
Prerequisite : MKT100
Credit : 3
Description :This course seeks to acquaint students with the basic concepts, tools and frameworks in business-to-business marketing. Students are exposed to the unique challenges in operating in the business market and provided with opportunities to carry out marketing analyses and to make marketing decisions in the business-marketing context.
Consumer Behaviour
Prerequisite : MKT100
Credit : 3
Description :This course presents a comprehensive, systematic, and practical conceptual framework for understanding people as consumers. It draws on the social sciences to evaluate the influence of both individual and ecological factors on market actions. Basic methodologies for research in consumer behavior are developed and applied. Emphasis is on developing applications of behavioral concepts and methods for marketing actions.
Entertainment and Media Marketing
Prerequisite : MKT423
Credit : 3
Description :This course provides students with a framework for understanding key marketing issues facing organizations in the entertainment industry. It establishes a basis for the formulation of marketing tactics and strategies for firms competing for consumers' discretionary spending. It covers recent developments in major sectors of the entertainment industry, including movies, television and cable, and theatre and sports.
Industry and Competitor Analysis
Prerequisite : MKT100
Credit : 3
Description :This course covers concepts and techniques critical for formulating competitive strategy in a variety of business environments. It focuses on analyzing the structure of industries, the evolution of this structure, the pattern of interaction among competitors, and the competitive position and advantage of firms in the industry.
International Marketing Management
Prerequisite : MKT100
Credit : 3
Description :This course involves the formulation and implementation of international marketing strategies. It covers analyses of the contemporary global marketing environment, marketing mix issues and decisions in international markets, global competitive analysis and strategy, organizing for international marketing, current problems and practices in multinational firms.
Internet Marketing
Prerequisite : MKT100
Credit : 3
Description :This course explores various potential uses and goals of Internet marketing in addition to its obvious role of inducing sales or generating sales leads. Topics include the role of electronic commerce in the marketing mix, advantages of using the Internet as a marketing tool, the ethical and legal constraints of Internet marketing, and creative strategies for implementing Internet marketing campaigns.
Market Research
Prerequisite : MKT100, BUS105
Credit : 3
Description :
This course is designed to provide the student with both research and managerial perspectives in the development and application of market research tools and procedures. It covers the development of research designs from problem formulation to analysis and submission of the research report. Analyses techniques of market research such as focus groups, experimental design, surveys, sampling, statistical analysis, and reporting.
Marketing of Services
Prerequisite : MKT100
Credit : 3
Description :This course applies marketing principles to service organisations both in the private and public sectors. Students will be taught the unique characteristics of services markets.
New Product Development
Prerequisite : MKT100
Credit : 3
Description :This course exposes students to business and marketing decisions in the context of new product development and marketing. Helps students learn how to use state-of-the-art management techniques to identify markets, develop new product ideas, measure customer benefits, and design profitable new products.
