Global Marketing Innovation - Period 5

Today?s marketer operates in an international environment and hence needs to have the capability to understand different cultures and the specific needs from consumers all over the world. These capabilities and knowledge are particularly important for companies who want to ?go global?, as they will need to balance between standardising the marketing mix (to gain economies of scale) and adapting their approach according to country or regional differences (to satisfy customer needs). One of the most important factors and success factors in staying competitive in a global marketplace, is differentiation through innovation. Based on thorough knowledge of consumers? changing consumption patterns and preferences, companies can develop new products, strategies, or marketing, to remain relevant. To illustrate, climate change is gaining a lot of media attention nowadays, increasing the awareness and need for sustainable products/consumption. The growth of a strong ?green movement? generated a new market and technological innovations in recycling, renewable energy, and production of environmentally sustainable products.

In essence, the course is designed to help you gain insights about the consumer and competitive global landscape and thereby become the next era?s marketer. You will investigate the factors that make global companies create successful business models. As we contemplate on the market driving practices in the global market, we will set the stage for deeper insights for the fundamental issues that shape the marketing strategy today.

Vrije Universiteit Amsterdam (VU Amsterdam) awards credits based on the ECTS system. Contact hours listed under a course description may vary due to the combination of lecture-based and independent work required for each course therefore, CEA's recommended credits are based on the ECTS credits assigned by VU Amsterdam. 1 ECTS equals 28 contact hours assigned by VU Amsterdam.