• Yu Kerguignas Jie

In this course we will first examine the relevance of European Marketing as well as the market situation in the different countries. Trends towards homogeneity versus remaining heterogeneity are considered. The three broad areas of European marketing that are looked into are: market selection, market entry strategies, and marketing strategies/marketing mix.
First, market selection criteria of international companies are explained, including the selection procedure.

Second, the different options for the market entry, e.g. acquisition, franchising, joint ventures, are discussed and their advantages and disadvantages investigated.

Thirdly, the different elements of the marketing strategy and the marketing mix (i.e. product policy, pricing policy, distribution policy and promotion/communication policy) are discussed in detail.

Emphasis is given to the interdependence of these three main areas of European Marketing and to the differences between different industry sectors.

The requirements for the Master in International and European Business are listed in detail in the regulations (reglement). Previous knowledge of the subject is not required. However, basic knowledge of marketing is very beneficial.

The required readings will mainly include a number of articles from journals. These will be provided by the chair.

Examination time: 60 Min.

Examination time: 60 Min.