As markets globalise firms are increasingly looking beyond their domestic market for growth opportunities. This course highlights the conceptual, descriptive and strategic issues involved in identifying and capturing international marketing opportunities. This includes the various environments that have an impact on international marketing (economic, technological, socio-cultural, political-legal and corporate), and the implications these have on marketing strategy. The regional focus of this course is Asia, with attention given to such issues as market entry strategies, product adaptation, business-to-business negotiations and the influence of culture on consumer behaviour in the region. Guest lecturers and case studies are used to highlight key points.
Exclusion: MARK5945