Overview
Students will be introduced to international marketing research, product development, pricing, distribution, exporting and promotion. The topic will examine problems of global strategic marketing, strategic formulation in multinational marketing, managing network connections in international business and the internationalisation of service firms. The myth of globalisation, the role of bribery, gift … For more content click the Read More button below.
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Tuition pattern
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Aims
This topic aims to provide students with an introduction to the concepts and tools used in international marketing. International marketing is a subject that touches several small to medium to multinational companies, and can be defined as how various parties satisfy their needs through exchange. The thrust of international marketing is to manage this exchange process at an international level. The effect of internet/ e-commerce on international marketing will be evaluated.
This topic will introduce students to a strategic approach to the international marketing mix. It will ultimately lead to an appreciation of the complexities of developing an international marketing strategic plan.
Its aim is to investigate:
- The role of international marketing in society and the organisation
- The environment of international marketing
- Foreign consumers and foreign markets
- Product strategies for world markets
- International distribution strategies
- International dimensions of pricing strategies
- International dimensions of promotion strategies
- The opportunities of marketing to the bottom of the pyramid
- The service organisation in international markets
- Managing international distribution channels
- The internet and international marketing
Assessments
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Requisites information
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