Aims

• Performs a critical analysis of the strategic opportunities and challenges facing businesses using scientific studies, case studies and (international) company visits.
• Designs a set of performance indicators based on a business’ strategy and mission that can be used to assess that strategy’s implementation.
• Analyses and critically reflects about the internal environment of an organisation, to identify strengths and weaknesses that will guide the (international) marketing strategy.
• Analyses and critically reflects about the external environment of an organization, to identify opportunities and threats that will guide the (international) marketing strategy.
• Formulates a sustainable marketing strategy and objectives for an organisation, based on scientific knowledge of and insight in (international) marketing concepts and principles. Develops a marketing strategy and marketing mix and prepare their implementation.
• Works out an implementation plan starting from an (international) marketing strategy.
• Understands how cultural differences in consumer behavior can guide and improve (international) marketing management decisions.
• Understands how to evaluate the effectiveness of a marketing strategy (in an international context).
• Critically examines scientifically substantiated texts of (business) economic nature and interprets and synthesises them.
• Looks up, collects, assesses and processes information critically.
• Writes a scientifically sound document that discusses a research problem/question, the analysis and the research conclusions, as well as how the conclusions were reached.
• Communicates orally and in writing in a way that is correct on the level of grammar and vocabulary; uses a style that is common in a (business) economics context.
• Independently or in team, efficiently carries out a clearly defined assignment.
• Shows social responsibility by following news developments and by critically reflecting on social issues.
• Demonstrates insight into how an organization can, through its HR or marketing management, establish a durable and reliable relationship with both internal and external stakeholders by responding to the cultural and institutional nature of the environment in which it is operating, and this way develop a durable competitive advantage.
• Is able to develop a sustainable marketing strategy, taking into account the ecological and social  impact of production and consumption. 
• Understands how marketing can be used to convince consumers to act or consume in a more social, healthy, and/or environmentally friendly way.

Previous knowledge

The admission criteria for the programme can be found in the programme catalogue. It is advisable to have completed the following course first: Marketing

Is included in these courses of study

• Master of International Business (Brussels) 60 ects.
• Master of International Business: Double Degree Toulouse (outgoing) (Brussels et al) 113 ects.
• Master of International Business: Double Degree Toulouse (incoming) (Brussels et al) 120 ects.
• Courses for Exchange Students Faculty of Economics and Business (Brussels)