Related Course/s:

Aims & Objectives:

• Describe the concept of International Marketing
• Explain how International Marketing fits within overall corporate structure and strategy
• Explain how International Marketing enables organisations to realise offshore opportunities 
• Analyse potential International market opportunities 
• Develop and implement global marketing strategies

Teaching Methods:

Lecture (2 hours) and Tutorials (1 hour)

Lecture/seminars and case study presentations will be used to introduce the topics and resources, demonstrate concepts, and provide a forum for demonstration, discussion and questions.

Assessment:

Generic Skills Outcomes:

• Capable in their chosen professional, vocational or study areas
• Entrepreneurial in contributing to innovation and development within their business, workplace or community
• Effective and ethical in work and community situations
• Adaptable and able to manage change
• Aware of local and international environments in which they will be contributing (e.g. socio-cultural, economic, natural)

Content:

• Key Concepts, Organisation Preparedness to go Global
• Global Business Environment
• International Marketing Research
• International Segmentation & Positioning
• Market Entry Modes
• Product and Service Strategy
• Distribution Strategy
• Promotion Strategy
• Pricing Strategy
• Trends in International Marketing

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.