Lezione n. 1: The Principles of Marketing
Global Marketing Strategies
Assessing and Utilising Organisational Resources and Assets
Developing a Market-oriented Culture
Links from the International Corporate Strategy to the Marketing Strategy
The Basic Principles of Marketing
The Role of the Marketing Manager
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Lezione n. 2: Factors in the Global Environment
The External Strategic Environment
Global External Forces on Marketing
Marketing in Developing Economies
Changes in the Political Environment and How They Affect Business
PESTLE and Market Analysis
Five Forces Model
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Lezione n. 3: Accessing Global Markets
Emerging Economies: Brazil
Emerging Economies: China
Emerging Economies: India
Emerging Economies: Russia
Managing Service Quality
Services Marketing
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Lezione n. 4: Creating and Communicating Value
Gamification
Changes in Consumer Behaviour, Supply Chains, and Nature of the Competition
Perceptions of Value
Marketing Channels
International Pricing
Push-pull Marketing
Integrated Marketing Communication Strategy
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Lezione n. 5: Technology Driving Growth
Disruptive Innovation
Criticisms of Marketing
Marketing and Sustainability
The Triple Bottom Line
Market Challenger Strategies
Market Follower Strategies
Market Leader Strategies
Market Nicher Strategies
The Most Appropriate Organisational Structures for Market-oriented Organisations
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