Intercultural Marketing
Veranstaltungsort
Karlshochschule International University
Karlstraße 36-38
76133 Karlsruhe
Germany
Beschreibung
Intercultural Marketing
- Basic concepts and tools of Strategic Marketing at the national and international level
- Influence of local culture on the decision-making context when attempting to apply Marketing Strategy in foreign markets
- Development of Marketing strategy and adjustment of Marketing strategies to fit local (international) culture, market conditions and customer needs
- Customer, company and competitor analysis
- Application of core concepts of Operational Marketing (e. g. 4Ps, CRM and communication mix) in the context of meeting customer needs across different cultures
- Application of Marketing concepts and tools to facilitate decision-making
- Definition of Market and Marketing Research and explanation of their usefulness in investigating foreign market potential
