The aim of this course is to provide students with a general understanding of the various challenges in international and global markets while helping them develop the analytical tools necessary to become successful international experts. This course examines core issues in international marketing, with every effort made to reflect the diversity of firms and markets throughout different parts of world.
The course explores the changes in the global marketplace and emphasizes the importance of understanding cultural diversity. In addition to this, the course also examines the macro and micro-environmental factors that all help when identifying and evaluating market entry strategies. It also focuses on various key topics in international marketing planning including marketing communications, global branding and advertising, exporting, managing and logistics, pricing, and ethical, financial, and organizational issues.