International Marketing (5cr)

Objective

This is an ideal course for students targeting an international career in marketing, product management, customer management and other related responsibilities. This course will provide extremely practical, intuitive and real-life applicable tools that will equip students with all elements needed for managing customers and products at an international scale.

The course will begin with a strong focus on the product management aspects of international marketing. Companies are developing, launching and modifying product elements, services and add-ons continuosly, and effective frameworks are required to visualize, evaluate products and make quick decisions about product reconfiguration/redesign. The course will have a comprehensive set of tools to match customer needs, expected product functionality and full product mapping, so students will be able to monitor product performance in every market, and implement the required product and customer changes. The product management aspects will be covered through the product life cycle visual frameworks.

Later on, the course will provide a great and clear framework, visualizing the exponentially growing platform-based collaborative economy (at a global scale such as Uber and AirBnB, and at more localized scale). This section will present the business and revenue models, and the strategies that the "classic" economy may implement to adapt and compete in the growing the platform-based world.
The course will continue with a visual and practical consulting approach to product/service positioning. Students will learn how to identify and map the overall position of competitors in a specific industry, identify the specific place of their own product, and how to successfully re-position their portfolio of products/services whenever required. As well, the course will provide the "winning ways" to revitalize products that are approaching an "end of life", but still have potential for renewal, through a high coverage of 11 renewal strategies for product/services.

The course will end with a comprehensive overview of customer relationship/partnership strategies (CRM), from the basic loyalty systems to the sophisticated strategic partnerships in B2B markets.
This section will provide visual maps to design, evaluate and follow up the chosen relationship mode, and consulting recommendations to either advance, downgrade or terminate the relationship whenever the objectives have been accomplished.

Content

a) Product - Market Mapping Tools
- Visual tools to illustrate the full set of product types and elements
- Needs/Product match in international markets
- International Product Design Strategies from the Marketing Perspective

b) Product Reconfiguration Strategies for International Markets
- Product Value Analysis: Rating tools
- Positive/Negative Value Assessment
- Effective Product Reconfiguration Tools: International Examples and Cases

c) Global Platform-Based Collaborative Economy
- Platforms Types and Functions: P2P, B2C, B2B, C2B Platforms
- Business Models and Revenue Models
- International Platform Cases and Examples

d) International Product Portfolio Positioning Tools
- Positioning Matrix / Mapping Tools
- Value/Price Positioning
- Repositioning Strategies
- Positioning Mistakes in Global Markets

e) Product Renewal & Revitalization Models
- Identification of Product Life Decline
- Creative Strategies to Revitalize Products & Services: 11 Redesign Strategies

f) Advanced Product Life Cycle Management Tools

g) Global Customer Relationship Models
- Customer Relationship Types According to Partnership Intensity
- Relationship Strategies Design, Follow-Up and Evaluation
- Customer Relationship Adjustments, Problem Solving and Termination