International Marketing and Social Media

International Marketing and Social Media
International Marketing and Social Media

The subject is lectured in these programmes:


  • Study module name: International Marketing and Social Media
  • Lecturer: Dr. Kester Osahenye
  • Final check of studies: Written assignment

Aim of the MBA study module: 
Industry overview and structural analysis of marketing as it relates to international and internationalizing. Examines the social media impact on the activities involved in delivering goods and services to the consumers through the various channels of social media. The trends of international marketing through digital media and intrusive new media channels and its attendant effects on marketing value chain/processes.

Content of the MBA study module:
Gaining leadership and executive calibre mind-set are inherent of doing an Executive MBA, this is because the student would absorb and demonstrate the knowledge of economics, business operations, corporate strategies, decision making, emotional intelligence, organizational development and other core competencies that senior business leaders need along with the expertise of marketing specialization and hands on knowledge on how to run successful marketing campaign and strategies through Case Studies.

  • Chapter 1: 
    Building memorable and intuitive corporate brands in forward looking multinationals and organizations.
  • Chapter 2:
    Increasing your company’s market penetration through social media platform.
    Overseeing the marketing process, from planning through execution in the new media ecosystem.
  • Chapter 3:
    Creating added value for company shareholders through proactive deployment of digital media marketing.

  • ​Chapter 4: 
    Analysing market segmentation, targeting and positioning. Measuring marketing campaign results and return on investment. (Case Studies)

  • Chapter 5: 
    Trends in social media strategies for and their transformative effects on organizations.

  • Chapter 6:
    Social Media and Co-Creation of Products and Services.

Mandatory literature: Online study materials prepared by the lecturer.
Recommended literature and other sources:
Belch, G. E., & Belch, M. A. (2015). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw Hill Education.
Drucker, P. F. (1993). Management: Tasks, Responsibilities, Practices. New York: Harper Collins Publishers.
Loudan, D. L., &  Bitta, A. J. D. (1993). Consumer Behavior: Concepts and Applications. New York: McGraw Hill Education. 
Stoner, J. A. F., Freeman, R. E., & Gilbert, D. R. (1997). Management. New Jersey: Prentice Hall. 


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