Course Objectives

The principal objective of this course is to help you develop a critical appreciation of both the opportunities and challenges associated with the increasing globalisation of markets and the rationale for global promotional strategies.

You will reflect on both theory and application of international marketing gaining insights from companies and how they adjust their marketing strategy, in general and promotional strategy in particular, to the international macro-environment. The readings and cases are designed to help you understand the complexity of the macro environment and how companies have developed marketing strategy to exploit it.

(Course number to be confirmed.)
Course materials are available below (you will need to log in to view these materials).

Course Comments

"Professor Jichev's class was very well organised. Case studies on different marketing approaches and challenges supported the course well." Anon., Fall 2009

"He comes prepared for class. He seems very knowledgeable about the topic. Very nice man!" Anon., Fall 2009

Faculty Information

Dr. Andrey Nikolaev Jichev, MA, PhD, Moscow University of International Relations; PGD (EC Law), King's College, London; MBA, Richmond, the American International University in London. Dr Jichev has spent twenty years in the diplomatic service, including postings in Finland, the UK, and was one of the first diplomats to be appointed to the EU Department at the Bulgarian Foreign Ministry. He is a consultant with Coghill & Beery International specialising in Eastern European Cultures as they join the EU. He has worked with American students since 2002 teaching European business and international marketing courses and internship tutorials.

Dr Jichev has participated in numerous international forums, congresses and conferences across Europe. He has published several research papers on contemporary issues of international relations and European integration and is co-author of European Integration: Myths and Reality (Moscow, 1986). He is an Adviser at the European Bank for Reconstruction and Development, London and is currently working on a book The Challenges of Post-Accession: Lessons Learned from the Eastern Enlargement of the EU.

Course Syllabus and Materials

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