Zagreb, Croatia

International Marketing for Emerging Markets

Whether or not a company wants to expand internationally, it cannot escape the reality that an ever-increasing number of firms are exporting, importing, outsourcing, and/or manufacturing abroad. In short, international marketing is not an option, but a necessity. This course recognizes that we live in a flat, hyper-connected, and interdependent world in which time horizons are compressed, communications are instantaneous, and customers are also competitors. It will consider strategies that firms can undertake to prosper in such a dynamic environment. Working in teams, students will develop a plan for launching a product or service into an emerging market such as China, India, Brazil, South Africa, or Indonesia.

Course leader

David Wernick is a senior lecturer at Florida International University, USA, where he also received his MA and PhD degree. He teaches both undergraduate and graduate courses, including International Business, International Risk Assessment, International B

Target group

Students with interest in marketing and business

Course aim

This course will analyze the theory and practice of international marketing, with a focus on the challenges and opportunities of doing business in emerging markets. Combining interactive lectures and discussions, cases, and videos, students will learn about what it takes to succeed in highly competitive overseas markets.

Fee info

EUR 1300: Tuition fee includes this course with all the materials and Blackboard access. It also includes Croatian studies course with various activities such as visits to museums, Parliament and company visit. Students will also have two field trips included during the weekends.