International marketing and sales (GEST601_BCICY)

Consolidate and build on already acquired knowledge and skills in marketing and sales to be able to understand and contribute strategically to marketing and sales initiatives in international contexts

Niveau B1 en anglais

1. Introduction to international marketing and sales: key concepts and definitions and the history of marketing
2. Value propositions in marketing and sales: features, benefits and value
3. Marketing to sales funnel and in-company functions
4. Standardization vs. customization: marketing and sales across cultures
5. Market studies with data and diagnostics

Participate constructively in elaborating and carrying out marketing and sales strategies in international companies.

Lee, J. A., Usunier, J.-C., & Taras, V. (2023). Business & marketing across cultures. SAGE Publications.
Postrel, V. (2020). The fabric of civilization: How textiles made the world. Basic Books