Course overview
The aim of this course is to equip students with the essential theories and practical knowledge required for designing marketing strategies tailored for different international markets. The aim of this course is topics covered in this course include: the principles and rationales of global marketing; marketing strategies in the age of globalisation; influences of environmental factors on marketing worldwide; market selection and entry strategies; consumer behaviour and the cultural influence; modifying products and services for the global market; branding, promotion, pricing and distribution in the global market; market information and marketing research in global marketing; and issues and controversies in developing global marketing strategies.
Course learning outcomes
- Acquire a body of knowledge of, and critically reflect on, theoretical and practice-based principles of the role and impact of global marketing on management decision making.
- Critically assess and evaluate principles of designing and implementing global marketing strategies for particular countries and regions, the impact of environmental factors on the dynamics of the international marketplace and the effectiveness of global marketing practices.
- Apply principles of global rationalisation to coordinate marketing activities and achieve sustainable growth worldwide.
- Demonstrate Business Enterprise Skills: i) Problem Solving (intermediate level); and ii) International Perspective (advanced level).