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 communication theories and concepts to undestand the business environment for a company and undestand marketing communication activities
- Undertake analysis to develop appropriate marketing communication objectives for a specified target market considering a range of media and methods available to marketers
- Indentify, analyse and evaluate data and information based on evidence to develop a relevant marketing communications brief and audit
- Present a brief verbal presentation to the class showing insight and analysis
- Show analysis in case study and discussion work for participation marks which indicate critical thinking
- Activities may cover campaigns in other countries and may consider ethical implications