[Bakk-imm] An Invitation to the World of marketing strategy & audit

[Markhardt, Pamela]

Dear Students,

I write to invite you to explore the world of international marketing strategy and performance. I am excited to share with you pragmatic marketing business situations and how executives generally find ways to resolve problematic situations through proper planning and performance assessment.  Most students do not realize that marketing planning involves not only the overview of a firm´s marketing activity, but also an understanding of how to develop the next step through qualitative analysis.  In some cases, quantitative measures may be important.

My course called "Global Marketing Performance and Control Measures" , course number 2322 tries to show you the synergy in global marketing programs with international finance.

Most students think that the word "control" deals only with accounting and the management of the balance sheet.  This is not the case!  Marketing strategic planning and control involves an overall understanding of a firm´s core product, its business environment and how best to develop its market potential.  Developing internal asssessment systems facilitate this process.

I thank Alexandra, Steffen, Stephan, Manuel, Janine, Timo, Mina, Cathrin, Catarina, Rita, Sabrina, Gerald, Maija, Katherine, Barbara and Benno for their energetic participation and feedback in the pilot semester of this course.  I thank the IMM for its support and interesting in this subject matter.

I look forward to seeing you in class!

Gina Villanueva-Weinzierl


Course Description



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