International Marketing

Overview

Understand the international marketplace

Examine the key issues in international marketing, why they are important and how these should influence your marketing strategy.

Syllabus

Courses under this program:
Course 1: International Marketing: Definition and Strategy
-Get an introduction to international marketing and understand the motivations and strategies for businesses to go global.

Course 2: International Marketing: Cultural Factors
-Explore how culture impacts global marketing and develop your knowledge of culture to implement into your market entry strategy.

Course 3: International Marketing: Selection and Market Entry Strategies
-Investigate the various methods of market selection and entry strategies, and explore the issues around internationalisation.

Course 4: International Marketing: Product Adaptation vs Standardisation
-Investigate the strengths and weaknesses of standardisation vs adaptation as global marketing strategies.

Course 5: International Marketing: Challenges and Opportunities
-Explore the trends and issues that shape global marketing and how to overcome problems faced in international marketing.