Παρουσίαση/Προβολή

Εικόνα επιλογής

INTERNATIONAL MARKETING MANAGEMENT (ERASMUS) - BUSINESS ADMINISTRATION

(ERASMUS150) -  ELENA CHATZOPOULOU

Περιγραφή Μαθήματος

The primary objective of this module is to outline the marketing
principles which will enable the participants to achieve success
in the art of International Marketing.
The module will specifically focus on the fundamentals of
International Marketing Management: international market analysis, market
segmentation followed by theories of culture and identity
(Hofstede, CCT and social identity theory) and new directions
and challenges of International Marketing Management.

content:

-Understand the differences between local and international marketing approaches
-Develop an international marketing strategy taking into account the internal and external environment aspects
-Learn about the barriers and opportunities at an international level
-Launch a new product or service using international marketing

Ημερομηνία δημιουργίας

Πέμπτη, 6 Φεβρουαρίου 2025

Σελίδα μαθήματος
  • Περίγραμμα

    SYLLABUS

    CASE STUDIES:

    Chatzopoulou E. (2018), “The case of Ancient Greek Sandals: can fashion brands benefit if they are linked with an ethnic
    heritage and celebrity endorsers?” In: Global fashion business cases (Bloomsbury fashion resource)
    http://dx.doi.org/10.5040/9781474208765.0004

     

    Brand Revitalizing and Brand Reinforcement: The Case of Arrow Shirts in the Indian Context 

    https://www.hbsp.harvard.edu/product/IMB385-PDF-ENG


    Uniqlo: A Supply Chain Going Global 

    https://hbsp.harvard.edu/product/HK1085-PDF-ENG


    BOOKS:

    Doole, I. and Lowe, R. (2012). International Marketing (6th Edition). Cengage Learning


    Ghauri, P., (2015) International Marketing, McGraw Hill, 4th European Edition


    Hollensen, S. (2017) Global Marketing, Pearson


    Kotler, P., & Keller, K. (2006). Marketing Management (12th ed.)

     

    PAPERS:

    • Engelen, A., & Brettel, M. (2011). Assessing cross-cultural marketing theory and research. Journal of Business Research, 64(5), 516-523.
    • Filieri, R., Lin, Z., D’Antone, S., & Chatzopoulou, E. (2019). A cultural approach to brand equity: The role of brand mianzi and brand popularity in China. Journal of Brand Management, 26(4), 376-394.
    • Heinberg, M., Katsikeas, C. S., Ozkaya, H. E., & Taube, M. (2020). How nostalgic brand positioning shapes brand equity: Differences between emerging and developed markets. Journal of the Academy of marketing Science, 48(5), 869-890.
    • Kusawat, P., & Teerakapibal, S. (2022). Cross-cultural electronic word-of-mouth: a systematic literature review. Spanish Journal of Marketing-ESIC.
    • Nugraha, D. N. S. (2019). The Color Meaning in Go Green Logo: A Semiotics Study. Global Business & Management Research, 11(1).
    • Phillips, B. J., McQuarrie, E. F., & Griffin, W. G. (2014). How visual brand identity shapes consumer response. Psychology & Marketing, 31(3), 225-236.
    • Rao-Nicholson, R., & Khan, Z. (2017). Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions. International Marketing Review.
    • Soldatenko, D., & Backer, E. (2019). A content analysis of cross-cultural motivational studies in tourism relating to nationalities. Journal of Hospitality and Tourism Management, 38, 122-139.
    • Woo, H., Kim, S., & Childs, M. L. (2019). Is this for our sake or their sake? Cross-cultural effects of message focus in cause-related marketing. International Marketing Review.