Professional skills and expertise
This module equips students with the competencies and skills that are needed to design and implement international marketing communication, branding, and sales strategies.
On successful completion of this module, students will be able to:

• identify country-specific and cultural differences that have a potential impact on the design of marketing messages and on the choice of marketing communication strategies
• discern the various tangible and intangible elements of a brand
• develop an international brand strategy
• design a marketing communication plan for specific product/market combinations in an international context
• estimate budgets for international marketing campaigns
• describe the distinct factors that distinguish international sales from sales in the domestic market
• develop international sales strategies and processes
• consider ethical implications when suggesting or making international sales-related decisions
• explain the interrelations between brand management, marketing communication and sales management

• critically assess the adequacy of using marketing messages and promotional tools in different cultural contexts
• effective presentation of marketing concepts
• teamwork skills in jointly developing marketing strategies

• explain how digital tools can be used to support the international sales and marketing communication function

None

This module covers the following topics:
I. International brand management
• The role of the brand in international business
• Tangible and intangible elements of a brand
• Developing a brand strategy in an international context
• Brand architecture
• Cultural influences on branding
• Measuring and evaluating brand performance
• Trademarks and brand protection
• International brand management case studies
II. International marketing communication
• Types of international marketing communication activities
• Standardization versus adaptation in global marketing communication (communication messages, advertising appeals, and media choice in different international markets)
• Designing the marketing communication plan
• Showcase for marketing communication activities (including budget planning)
• Working with advertising and media agencies on international markets
III. International sales management
• The sales function in multinational companies / structure of international sales organizations
• International sales strategy
• Selling to international customers
• Managing the global salesforce
• Managing local partners (sales representatives, distributors)
• Customer relationship management in an international context
• The use of digital tools for international sales management
• Ethical issues in international sales

Andrews, J. C. & Shimp, T. A. (2018). Advertising, Promotion, and other Aspects of Integrated Marketing Communications. 10th ed. Boston, MA: Cengage Learning.
Baack, D. W., Czarnecka, B., & Baack, D. (2019). International Marketing. 2nd ed. London: Sage. (Chapter 15: Globally integrated marketing communication)
Guenzi, P. & Geiger, S. (2019). Sales Management: A Multinational Perspective. London: Red Globe Press.
Hollensen, S. (2020). Global Marketing. 8th ed. Harlow: Pearson. (Chapter 17: Communication decisions (promotion strategies) and 19 Organization and control of the global marketing programme).
Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker, Jr., C. H., & Williams, M. R. (2020). Sales Management: Analysis and Decision Making. 10th ed. Abingdon: Routledge.
Keller, K. L. and Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 5th ed. (global edition). Harlow: Pearson.

• Lecture and discussion
  
• Self-study
  
• Group work (brand strategy and marketing communication project)
  
• Case studies

Integrated module exam (immanent examination character):

• Case study (brand strategy and marketing communication) (50%)
  
• Sales management exam (20%)
  
• Class participation (30%)