MKT00724 - International Marketing (2016)

Unit description

This unit embraces the challenges of international marketing and is divided into two parts. The first part covers researching international markets: the challenges of undertaking international research and the gathering of marketing research to evaluate and then select alternative international markets; highlighting the opportunities and threats posed by differences in environmental factors and culture. The second part addresses the determination of international marketing strategy: examining decisions on product, branding, communications and pricing. Key themes throughout the unit are the impact of cultural differences and the ‘globalisation of markets’ debate. It is recommended students complete the MKT00720 - Marketing Management unit before undertaking this unit.

Unit content

Module 1: Researching international markets
Topic 1 The challenges of international marketing
Topic 2 International marketing research
Topic 3 Analysing the environment
Topic 4 Differences in culture
Topic 5 Selecting markets

Module 2: Determining international marketing strategy
Topic 6 Cross cultural values and consumer behaviour
Topic 7 Product decisions
Topic 8 Branding – global and internationally
Topic 9 Communications – advertising and other strategies
Topic 10 Pricing issues

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.