TBS Summer School Syllabus 2026 International Marketing in times of polycrisis Lecturer: Eugenia Ruiz Format: On Campus ECTS credits: 7 ECTS Total Hours: 30 in-class contact hours, plus 3 hours self-study Pre-requisites: This course is appropriate for...
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TBS Summer School Syllabus 2026 International Marketing in times of polycrisis Lecturer: Eugenia Ruiz Format: On Campus ECTS credits: 7 ECTS Total Hours: 30 in-class contact hours, plus 3 hours self-study Pre-requisites: This course is appropriate for third- or fourth-year undergraduate students and master level students. AIMS OF THE COURSE As the world becomes increasingly globalized, companies see international marketing as the activity that enables and ensures continuous growth. However, the current decade is characterized by the confluence of numerous global crises—the climate emergency, geopolitical instability, technological disruption, and social inequality, among others— or a “global polycrisis”. To cope with this scenario, a key catalyst for innovation is generative artificial intelligence (GenAI), which is transforming the relationship between companies and consumers. In fact, organizations are particularly immersed in the dual transition — environmental and digital— with dra
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