To develop knowledge and understanding of key issues associated with international marketing, together with an understanding of the cultural environments and their effect on the marketing mix in global marketing. To develop skills in researching and analysing international marketing opportunities. To gain an understanding of different market entry strategies.
Outline Syllabus
Core issues in international marketing
Changes in the global marketplace
Cultural diversity and ethics in international marketing
Identifying and evaluating market entry strategies
Application of strategies to different organisations
Assessment and management of marketing communications in the international context