MKTG 7012 International Marketing
Credit Points 10
Legacy Code 51012
Coordinator Farid Ahmed Opens in new window
Description This unit covers the nature of the social, economic, political and business environment in international markets; dynamic interrelationships between the environment, marketing strategies, and practices; global market opportunity assessment, alternative entry strategies, global marketing strategy formulation, problems and current issues affecting international marketing with emphasis on the Asia-Pacific region.
Student Contribution Band HECS Band 4 10cp
Level Postgraduate Coursework Level 7 subject
Students must be enrolled in a postgraduate program.
On successful completion of this subject, students should be able to:
- Understand international marketing management concepts
- Appreciate the additional complexity in the conduct of marketing overseas caused by environmental factors in the international domain.
- Apply marketing research and strategy development concepts in the international domain.
- Identify and evaluate international marketing opportunities.
- Design international marketing strategies that are financially sound and actionable.
Introduction and Overview
- introduction to international Marketing
- The Marketing paradigm in A Global context
- globalisation from A macro and Micro perspective
- Researching international markets
- international Marketing planning
The Global Marketing Environment
- The economic and financial environments
- The political, legal and Regulatory environments
- The social and cultural environments
Creating Global Marketing Strategies
- market entry and expansion strategies
- relationships and Network strategies
- Product decisions
- pricing decisions
- place (channel) decisions
- promotion decisions
- The impact of ethics and environmentalism on international Marketing
- Niche and MNC strategies
- financial resource implications