Course Description

Course Name

European Marketing

Session: VPRU3123

Hours & Credits

3 US Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


Europe boasts some of the world's most powerful economies within relatively short distances of one
another, yet the diverse languages and laws in each country can make such a geographic advantage a
challenge. This distinguishes Europe from the rest of the world when it comes to business dealings and
operations. We face some of the most significant challenges and benefits of conducting business in

Touching base with fundamentals of marketing principles, and brand management, the course will
connect the students to theoretical ideologies of marketing management frameworks to applications
with support from case studies, examples, and success stories. European marketing is the combination
of addressing communities and their subcultures and profiling the customer bases for better positioning
and hence which will allow the students to propose relevant value.
Our goal of this course is to address those questions and gain a deeper knowledge of what it means to
research the market, establish our brand, and conduct business in the European region.

The objectives of this course are:
- To analyze and study different target groups in the European market
- To determine if the brand requires repositioning for the European sector
- To explain to students the business spectrums that exists in Europe
- To expand the meaning of Europeanization in the business environment
- To explore different business activities and functions in the European business sectors

Upon completion of this course students should be able to:
- To be able to create relevant marketing action programs for the European market
- To build customer profiles from the European sub-regions which would align to our value propositions
- To analyze different European regions for business opportunities.
- To address business challenges in the European region.
- To provide key insights on European business environmental shifts.

*Course content subject to change