Overview

The content will cover the key concepts, theories and issues involved in international marketing, including the influences of the macro-environment, on international marketing. The students will assess the different market entry modes available to companies and consider the challenges surrounding the design of the international marketing mix for different international markets.

Learning Outcomes

• Apply managerial judgement and critical skills to analyse and evaluate international marketing issues and decisions.

• Apply the techniques used by international marketers in developing and evaluating market entry strategies.

• Apply the techniques used by international marketers to analyse, evaluate and create an international marketing programme for a successful brand.

• Demonstrate a thorough understanding of and be able to critically evaluate the theories and principles underlying international marketing practice, to include commercial and professional literature.