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Level 3: International Marketing Strategy

Introduction

This module introduces the fundamental principle of international marketing. You will learn to develop and formulate strategies for the marketing of products and services in an international and global context. You will develop an understanding of the differences between international and domesticmarketing as well as exploring the international marketing implications of trading blocs such as the EU, NAFTA, ASEAN and WTO.

Module Description

This module aims to:

1. Equip students with knowledge and skills required in identifying and analysing international marketing opportunities
2. Provide students with an appreciation of the international marketing environment and sources of information
3. Enable students to formulate appropriate strategies for the marketing of products and services in an international and global context

Module Content

• Introduction to international marketing, difference between international and domestic marketing and theories of international marketing
• Analysis of the international marketing environment
• International market research and opportunity analysis
• Market entry strategies
• Factors promoting/restricting international trade and globalisation
• Product policy in international markets
• International distribution, logistics and documentation
• International marketing communications
• Financial decisions for international markets
• International marketing planning

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