Abstract
International economic, cultural, political and legal environments will be studied as a prelude to planning marketing strategies for international markets. The subject will examine the role of marketing research, international finance, market entry and expansion strategies and the marketing mix in international marketing.
Syllabus
International marketing researchThe international environment: Economic and financial; cultural; political and legal; technological and environmental; and competitive factorsInternational marketing planningMarket entry and expansion strategiesProduct and service strategiesDistribution and supply logisticsPricing strategies and foreign exchangePromotional strategiesContemporary issues and future trends
Learning outcomes
Upon successful completion of this subject, students should:
1.
be able to analyse elements of the international environment and their inter-relationship and demonstrate their relevance to international marketing strategies;
2.
be able to identify and assess international marketing opportunities and threats;
3.
be able to plan, implement and manage international marketing strategies;
4.
be able to formulate effective strategies for international marketing, including market entry and marketing mix strategies; and
5.
be able to apply cultural sensitivity to create marketing strategies aligned with global citizenship principles.
Assumed knowledge
Assumed knowledge in this subject is equivalent to that covered in MKT110.