Module code: MAR7006-A
This module offers you an overview of the subject of international marketing. Through a combination of theory and application, you are encouraged to develop an appreciation and understanding of the key issues relating to international marketing strategy, decision-making, and tactics.
Key issues in International marketing; International marketing research including analysis of cultural and social environment; potential market assessment and segmentation; International marketing planning including alternative market-entry; Products and services decisions including standardisation and adaptation; global branding; International integrated marketing communications; Pricing for international markets; International distribution including locating, managing and controlling channel members. Ethics and CSR in the context of international marketing.
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