International Marketing Research - MARK6009

This course focuses on the use of marketing research techniques for competitive advantage in a global business context. Critical assessment of the need for market information, and of its potential value, is an important part of the course. Themes include: research methods for analysing international market opportunities; international environment analysis; international competitor, distributor and customer analysis; assessing a firm's international competencies; identifying sources of international competitive advantage; cross-cultural research methods; researching different customers/partners; developing a business case for international expansion or globalisation. A special feature of the course is a project, whereby students conduct research as if for a company considering entry into a foreign market.