MKTG301 - International Marketing: the Borderless World

10 cp
Prerequisites MKTG207 Marketing Toolkit
Teaching Organisation 3 hours per week for twelve weeks or equivalent

International marketing is one of the specialist functions that exist within the broad field of international business studies. It is also a specialist area within marketing and the unit explores the points of similarity and difference between international and domestic marketing. International marketers need to plan for and implement strategic and tactical decisions in markets unlike their domestic markets, and the different environments can often pose major challenges in understanding and adaption. The unit also explores the strategic choices facing international marketing manager with each of the marketing mix elements.

This unit aims is to provide knowledge and understanding of international marketing in a highly competitive global business environment. Furthermore, it aims to develop an understanding of the global marketplace and provide the skills necessary to analyse international marketing opportunities and problems, and to design international marketing strategies.