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This subject provides an introduction to marketing in the international marketplace. Topics covered include the cultural, economic, political and ethical environments within which global marketing occurs; drivers toward globalisation; foreign market assessment, selection and analysis; international product policy; international advertising and promotion; channel management; coordinating global marketing.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Appreciate and evaluate some of the major analytical frameworks that form the basis of international/global marketing management,
- Demonstrate an understanding of the complexities of operating in the global marketplace,
- Describe and appraise the skills/mindsets required for formulating and implementing successful marketing strategies in foreign countries,
- Critically evaluate some of the major debates occurring in the field of international marketing
High level of development: collaborative learning; team work; application of theory to practice.
Moderate level of development: oral communication; written communication; problem solving; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources; receptiveness to alternative ideas.
Some level of development: use of computer software.
Last updated: 16 May 2020