Duration
24h Th, 60h AUTR
Number of credits
| Master in management, professional focus in MBA (MBA) | 5 crédits |
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the second semester
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
This module focuses on international marketing strategy ... for general managers. Indeed, it is our aim to guide (future) general managers and help them adopt a marketing perspective. Therefore, we emphasize the philosophy of marketing (more than its techniques). We emphasize its terminology (more than its theories). We emphasize the marketing context and hope that future managers adopt a more outside-in perspective. The main point of departure is value-based marketing. The value for the customer is the key point of departure in any marketing strategy and decision.
Major aspects of the seminar:
- The changing international marketing environment
- Value propositions
- Pricing as a powerful marketing tool
- Adapting marketing across borders
Learning outcomes of the learning unit
- Understanding the role of marketing in the overall strategy and management of a firm/business unit.
- Having clear notions of the changing global marketing environment.
- Understanding the principle of value-based marketing and is capable of designing a value proposition and understanding the consequences of a particular value proposition on the business model and marketing management of a firm/product/business unit.
- Being sensitive to the need of intercultural and international translations of marketing strategies and tactics.
Prerequisite knowledge and skills
Planned learning activities and teaching methods
Mode of delivery (face to face, distance learning, hybrid learning)
face-to-face
Course materials and recommended or required readings
- Individual paper
- Permanent evaluation during the session
- Group assignment
Work placement(s)
Organisational remarks and main changes to the course
The seminar will take place at the Kloster Heidberg in Eupen. It will be organized over a weekend from Friday 5pm until Sunday 1pm.
Contacts
piet.pauwels@uhasselt.be