This unit aims to give students an understanding of international marketing concepts by using the framework of marketing mix elements of product, price, distribution and promotions, and highlights their importance in a rapidly changing global economy. Topics include the 'scope and environmental factors (PEST)' including 'culture'; 'globalisation versus internationalisation and multinational corporations'; 'international and global products, services and brands', 'market size assessment'; 'foreign market selection'; 'foreign market entry mode'; 'pricing for international markets'; 'international distribution channels'; and 'international promotions (global vs. multinational approaches) and strategies'. Understanding these concepts helps students develop skills in designing and implementing marketing strategies in diverse international country contexts.
1x 3hr seminar per week
midterm quiz (15%), participation (13%), group written report (25%), oral presentation (10%), research component (2%), final exam (35%)