Course finder
Semester 2
International Marketing (BUST10067)
Subject
Business Studies
College
CAHSS
Credits
20
Normal Year Taken
3
Delivery Session Year
2023/2024
Pre-requisites
Visiting students must have completed at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
Course Summary
Few companies these days could claim to be purely domestic. While the firm may confine its activities to the domestic market, the market itself is unlikely to be somewhat restricted and may be served by firms headquartered in or operating from a number of other foreign countries or regions. Knowledge of international issues is therefore of vital importance to all firms whether they are actively involved in marketing in foreign markets or have foreign competitors at home. The increased risk and complexity marketers face in international markets is due to the increased level of uncertainty from operating in diverse and less understood environments. The discussion of international marketing topics in this course is guided by a depth understanding of culture and how this informs the international marketing decision- making process. Building a strong foundation knowledge of culture informs at a macro level which countries a firm selects to enter; which market entry strategy they adopt and how the marketing mix must adapt depending on the cultural values on the country the firm chooses to enter.
Course Description
Syllabus: - Paradoxes in Global Marketing - Global Branding - Understanding Culture - Culture and Brand Cool - Understanding Global Consumer Behaviour - Global Communication Strategy - Global Media and Advertising Tools - Segmentation, Targeting and Positioning - Global Marketing Strategy - Strategy Contd & Wrap up of Course
Assessment Information
Written Exam 0%, Coursework 100%, Practical Exam 0%
view the timetable and further details for this course
Disclaimer
All course information obtained from this visiting student course finder should be regarded as provisional. We cannot guarantee that places will be available for any particular course. For more information, please see the visiting student disclaimer: