Students will be introduced to international marketing research, product development, pricing, distribution, exporting and promotion. The topic will examine problems of global strategic marketing, strategic formulation in multinational marketing, managing network connections in international business and the internationalisation of service firms. The myth of globalisation, the role of bribery, gift and donations on negotiating, the impact of international law and international marketers, the role of international marketing in society and the firm, the impact of the internet and international market and the environment of international marketing are critically investigated. Bottom of the Pyramid Marketing will be analysed as a new paradigm shift in marketing to developing countries, in a way that jointly reduces poverty and adds profitability to a firm. Sustainable issues in international marketing are discussed as a path to corporate social inclusion.
This topic aims to provide students with an introduction to the concepts and tools used in international marketing. International marketing is a subject that touches several small to medium to multinational companies, and can be defined as how various parties satisfy their needs through exchange. The thrust of international marketing is to manage this exchange process at an international level. The effect of internet/ e-commerce on international marketing will be evaluated.
This topic will introduce students to a strategic approach to the international marketing mix. It will ultimately lead to an appreciation of the complexities of developing an international marketing strategic plan.
Its aim is to investigate:
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