An increasingly important part of the study of International Relations is economic globalisation. Thus students need to become familiar with business decision-making in the international arena. This topic will integrate theoretical and descriptive analyses to gain insights into marketing developments in the international arena. It will cover 'big picture', strategic issues (e.g. industry and competitor analysis, alliances) as well as more functional and practical issues (e.g. direct marketing, proper cost measurement) including the relevance of innovation and recent technological developments. Case studies will solidly place the overall package in real-world contexts.
This topic aims to:
Timetable details for 2021 are no longer published.