Course overview
International marketing is a rapidly growing area within the disciplines of marketing and international business. Central to international marketing is the response of international rather than domestic buyers in the marketing environment, the types of decisions that are most feasible and the information required in decision making. During this course, the student will gain insights into the pressures created by the international economic, political, legal and cultural environmental influences on marketing planning. This course will enable students to learn analytical skills required to develop international marketing plans and develop the marketing mix elements in the international environment. Marketing to the World is one of five subjects in the marketing discipline and extends the knowledge developed in marketing management into the international rather than the domestic market. The major theories include, pathways of internationalisation, political and economic risk analysis, international planning, cultural distance, branding for international markets, international market entry, distribution strategies and adaptation versus standardisation. The conceptual material developed during this course will be implemented through class exercises, case studies and a major project.
Course learning outcomes
- Apply basic international marketing theories and concepts to understand the environment
- Undertake strategic business analysis in order to develop appropriate international marketing objectives and strategies;
- Identify, analyse, and evaluate data, information, and evidence related to international business opportunities and threats relevant in the current world
- Communicate, clarify, discuss with peer audiences relevant topics in a professional setting and work in a team reflected in assessment activities
- Produce a report considering the marketing of a business to consumers or business customers in different cultural and international contexts with consideration of ethical conduct.