MSc in Management

Global Marketing: Theory and Cases

Course Description

The topics of the course cover:
• Scope and Relevance of International Marketing/
• Evaluation of Markets
• Strategic Elements of Competitive Advantage
• Global Market Entry Strategies
• Global Product Strategies
• Global Pricing Strategies
• Global Communication and Distribution Strategies
• The Management of Global Services


Learning Objectives
The students will learn how to apply marketing concepts in a global environment. The learning experience will be enhanced by real-world examples and a selection of case studies. These cases provide a broad overview of topics related to international tourism. These include events, endorsement, hospitality, airline industry, e-tourism, food and beverage services, etc.


Dr. Astrid Dickinger


Semester Offered