It provides a basis to present the determinants of international competitiveness, protocols and conventional practices, international marketing strategies and techniques, organization of multinational marketing enterprises and related public policy issues.
Finally, the Unit aims to apply all the information and knowledge put together during the Course.
Learning methods Combination of theoretical and practical sessions consisting of lectures and group work.
Language Lecturers deliver the courses in English or in French.
As cross-border purchasing trends continues to rise, it’s becoming increasingly important for brands to tailor their campaigns for international markets.
This case study exemplifies how prioritizing international seasonality allows brands to expand their reach into new markets, while maximizing returns.It was created as a day for people who are single and is celebrated on November 11th (11/11) – with the ‘1’s’ in this date set to represent these singles.It has been promoted as a time when consumers treat themselves to new items covering all verticals but most notably; fashion, health and beauty.Simultaneous interpretation into Spanish is provided. The documents supplied by the lecturers may be written in English or French.This Unit begins with an overview of international markets, to cover immediately afterwards the determinants of export competitiveness, strategies for export marketing, organising firms for foreign sales and public issues.✔ Publisher was previously a smaller partner, but through targeted placement the brand was able to increase clicks and revenue, 1,761% and 1,003% respectively, while also increasing AOV 39% .✔ The success of the 11/11 placement encouraged Superdry to extend the promotion an additional day allowing them to maximize late Singles Day traffic and demonstrating the value of targeted promotions during international holidays.Motivation for firms to seek foreign sales, factors affecting stability of firm share of import markets and determinants of international comparatives advantage are also presented.Inter- and intra-industry trade is thoroughly analysed.With the intention of testing the impact of promotions across various markets during peak seasonality, Superdry engaged with Dealmoon to test the impact of targeted campaigns on Singles' Day.Superdry offered Dealmoon an exclusive discount code and increased Dealmoon’s payout for a targeted feature in the top pick’s section of their high traffic Singles' Page.