Course overview
This course will familiarise students with the principles and theories involved in the marketing of goods and services internationally. The rationale of international marketing; consumer behaviour under the influence of environmental factors; researching and screening overseas markets; planning for international marketing; market entry strategy; modifying product and service for international markets; international pricing and promotion; international distribution management; and marketing in emerging markets.
Course learning outcomes
- Apply marketing principles and theoretical frameworks to analyse the business environment and market situation from an international perspective.
- Undertake research to collect information and market intelligence for particular markets with the objective of determining and implementing marketing entry strategies and tactics.
- Assess the significant impact of country-specific factors (e.g. cultural, political and economic etc) on international marketing practices.
- Develop international marketing strategies for consumer products, industrial products and services.
- Appraise marketing strategies tailored for different markets.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (advanced level); ii) Ethical Awareness (advanced level); and iii) International Perspective (advanced level).