Overview

The content will cover the key concepts, theories and issues involved in international marketing including the influence of the macro-environment, on international marketing. Students will assess 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

• Analyse the factors influencing marketers in developing/implementing international marketing practice.

• Apply judgement and analytical skill to international marketing practice.

• Demonstrate an understanding of the theories and principles underlying international marketing.

• Evaluate professional/commercial and academic literature.