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 strategy; 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.
At the completion of this unit, you should be able to:
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