Mar­ket­ing

Course content

For Western - especially for European - companies, establishing a competitive position in the Asian markets requires skills to capture cultural insights of the markets, and develop unique marketing strategies and plans based on them. The course introduces the basics of marketing management with special focus on the Asian markets.

The course will introduce tools to manage market research and to analyze consumers- and business markets. The course will focus on factors affecting the company’s options in the marketplace, such as institutional challenges, competitors in the targeted markets, consumer culture and company’s internal resources, and will discuss needs for adjusting a marketing plan (product positioning and communication) in a targeted market.

The course intends to integrate the analysis of quantitative data collected from Asian markets (e.g. from China and Japan) for facilitating students’ interpretation of real-life consumers in the markets.