MBA in International Management Course Syllabus Course Name: International Business and Marketing Instructor’s Name: Prof. Dr. Britta Bergemann E-mail: britta.bergemann@stw.de Class Time: 2.00PM – 8.00PM 1. Course Description This course looks at international business and marketing topics in theory and practice (case studies). It aims at building students’ awareness of business and marketing mix issues in the global context, and provides the tools to manage products and brands globally
Words: 996 - Pages: 4
Case Study The information in the Case Study is used each week when writing the individual sections of the Marketing Communications Plan. One of your neighbors has just inherited a restaurant in a small town about 75 miles away. They’ve never owned or operated a business before, and know very little about marketing or the restaurant business. They now have a Marketing Plan, but need help with the Marketing Communications Plan. General Restaurant Information Provided by Your Neighbors: 1
Words: 796 - Pages: 4
Marketing Case Studies Innovative and creative marketing is more important than even in a shaky economic climate. Here's some of the best strategies we've found for quickly moving your brand from intriguing concept to household name. Brand Marketing: Guinness How do you refresh a 243-year-old brand? By brewing a modern experience that combines the power of history with the allure of contemporary design. Guinness Storehouse, in Dublin, reimagines how a brand can perform for customers, employees
Words: 420 - Pages: 2
Marketing Case Study: Coke 1) The Coca-Cola company is being very strategic as to who it markets each of its products. For the most part, they do not overlap on who they market each product to; instead they are trying to create a brand that can be easily identifiable with one market. The first product primarily uses gender segmentation, Diet Coke is for the most part marketed to women who are trying to watch or lose weight. The next product, Coke Zero also uses gender segmentation as it is marketed
Words: 418 - Pages: 2
Aleksandra Gavazova BUS-201-004 Case Study #1: Besitti’s Restaurant 22-September-2015 To begin with, Rosa already had another restaurant that was, and it is, probably still doing well under the control of her brother, so she has a profound understanding of how restaurants work as well as years of experience. Franchise chains are a good option for people who are completely new in the field, because the franchise company gives them all the training they need, a ready strategy that they only
Words: 485 - Pages: 2
CASE STUDY: Whitening Creams As if whitening creams for women were not enough, now the trend seems to have caught on with men as well, with various brands like Fair Menz and Fair & Handsome making inroads into the Pakistan market. Fair & Lovely (by Unilever) is credited to be the brand that set off the trend, followed by a dozen or so low priced imitators. Then there is the high-end market which is catered to by prescription creams, lotions and dermatological treatments. Whatever
Words: 465 - Pages: 2
Cassie Smith International Marketing Case Study 3: Microwave Ovens Microwave ovens were first introduced in the commercial market in 1952 and has been gaining popularity ever since, growing to become a standard kitchen appliance in most households. However, the potential growth may have been on a standstill in the market of South-East Asia. Microwaves aren’t the first-option to cook with in India compared to European countries or the United States. The Indian culture prefers to cook in the
Words: 697 - Pages: 3
Case study A New Spin on Cycling: What is the Market Value of a Name? Cycling presents a great number of advantages over other forms of transportation. The advantages of cycling include, for: Society, inexpensive infrastructure requirements and environmental sustainability, and Individuals, benefit from cycling as a healthy exercise as well as an inexpensive mode of transport that, in some urban areas, can be faster than other transport modes (e.g. it often allows cyclists to avoid traffic jams and
Words: 2706 - Pages: 11
* Enjoy a getaway in the South Pacific. * Personalized service * All inclusive (food/beverage) * Enjoy a getaway in the South Pacific. * Personalized service * All inclusive (food/beverage) Multiple excursion options. Multiple excursion options. Multiple excursion options. Multiple excursion options. Luxurious Peaceful Breathtaking Warm Exotic Luxurious Peaceful Breathtaking Warm Exotic Personalized Trip Luxurious Cruise Personalized Trip Luxurious
Words: 1596 - Pages: 7
Groupon, no questions asked - even if they used it - if they feel like Groupon has let them down.”. Giving to consumers the opportunity of “returning” a coupon even if it was used without any questions reduces post purchase anxiety or tension. Some studies shows that satisfaction affects consumers chances to repeat a purchase of determined brand. With that in mind it became possible to affirm that consumers feel secure about their purchase due to Groupon’s return policy. 3) Describe the five-stage
Words: 581 - Pages: 3
