Rahvusvaheline turundus ja turunduse mõõtmine
1. Koolitaja andmed
The objective of the course is to develop a critical and informed understanding of the role of marketing in an increasingly globalized economy. This is underpinned with requisite research and performance data to ensure that decisions are objective and appropriately-justified. The course seeks to build an awareness of a range of concepts and theories underpinning the effective marketing of goods and services across international borders. Students will be provided with a set of resources for independent thinking and practical application of concepts to situations mimicking the changing global environment. This is designed to allow them to consider alternative approaches to bridge border and cultural divides. To ensure this is not randomly done, research is used to gather market data used to understand the market context and validate marketing objectives.
At the other end, marketing metrics help to evaluate marketing performance and review the effectiveness of marketing performance.
The course deals with the marketing of goods and services across international contexts, exploring the impact of differences in political, economic, social and environmental systems as well as how marketers can circumvent these differences to effectively market their products and services. It underpins this with the use of both market research and marketing metrics as a way of guiding strategic decision-making and evaluating marketing performance.