Marketing (advanced)

This course equips students with:
Advanced knowledge of international business and marketing in global contexts, enabling them to analyze key trends and assess market entry strategies for companies expanding abroad.
Insights into foreign markets and global supply chains, considering ongoing transformations driven by geopolitical uncertainty.
An understanding of the evolving dynamics of sales and marketing in B2B and B2C environments, including the impact of digitalization, sustainability, and business activities on the global economy.
Exposure to emerging marketing trends, such as Artificial Intelligence, virtual reality, IoT, and other digital technologies shaping modern business practices.
The ability to communicate effectively with international companies and customers, identifying their needs and applying sales techniques to foster business relationships.
Analytical skills to assess the behavior of global businesses and consumers, developing marketing and sales strategies that create value for companies and stakeholders.

Upon completing the course, students will be able to analyze international markets, business strategies, and global supply chain dynamics. They will develop and implement marketing strategies for B2B and B2C environments, considering digitalization and sustainability. The course will enhance their ability to leverage emerging technologies while critically analyzing marketing issues and evaluating real-world business scenarios. Students will also refine their communication, negotiation, and relationship management skills in international business contexts. Lastly, they will learn to align marketing decisions with organizational goals, consumer behavior, and competitive dynamics, supporting the execution and management of strategic marketing plans with a global perspective.