International Marketing

|1.0 About this Unit |

1.1 Synopsis:

International Marketing is the performance of the marketing tasks across international boundaries. It has become a necessary way of life for firms that wish to survive and grow in the dynamic global economy. The basic approach and principle are similar to domestic marketing but certain elements need to be modified to accommodate the international environment. Students will be introduced to the contemporary issues associated with international marketing; particularly those not pertinent to domestic marketing

1.2 Objectives:

This module enables students to understand that the environment in which international marketing takes place can be significantly different in certain areas to domestic marketing.

It recognises and emphasizes various approaches in international marketing and its importance in global trade.

1.3 Learning Outcomes:

At the end of this module, students will be able to:

• identify the different dimensions of complexity involved in planning the marketing functions;

• analyse the STEEP (Social, Technological, Economical, Environmental and political) concerns in the international business environment.

• outline the requirements of a market research in international market;

• identify the risks involved in entering overseas markets and assess the advantages and disadvantages;

• develop international marketing plans;

• make decisions on the marketing mix to ensure competitiveness in the international marketplace;

• recommend strategies for marketing products or services overseas.

2.0 Course Outline:*

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