Marketing in Asia focuses on marketing goods and/or services in and to Asia, including an examination of opportunities in China, Japan and SE Asia. Special emphasis is given to the knowledge, understanding and conceptual skills necessary for operating effectively in Asian markets. The course is taught from the perspective of international organizations and firms marketing to countries in Asia, and it incorporates examples of how marketing is practised in Asia. Themes include: an examination of the various environmental, organisational, and human factors influencing marketing in key Asian markets; effectively assessing the problems, barriers and opportunities in marketing to Asia; a study of effective cross-cultural communications skills that are crucial to the implementation of international marketing practices; examining traditional international marketing functions from an Asian perspective including market entry strategies and barriers; and the nature of business relationships, value networks, Asian distribution systems, logistics and supply chain management.
Exclusion: MARK5945