MKC3220 - International marketing

Leader: Mr Brian Imrie

Offered

Clayton Second semester 2007 (Day)

Synopsis

In a largely deregulated economy companies which retain a domestic focus have found themselves facing increasing international competition and declining market opportunities. Thus, no market can exist without acknowledging international forces, trends and pressures. International trade, investment and service markets have been the fastest growing sectors of the world economy since the end of WWII. The dynamic growth of international markets and global marketing has evolved in a context of fundamental underlying forces and concepts. Electronic marketing; globalisation; standardisation; customisation; and horizontal management structures are some of those influences.

Objectives

The learning objectives of this unit are to:

• analyse and evaluate how a range of international marketing criteria (culture and so on) impact on a chosen and specific foreign market;
• develop, analyse, justify and evaluate market entry and longer term foreign marketing plans for a specific market;
• understand how current issues, trends and research in international marketing impact on designated foreign market segments;
• identify and evaluate how a range of specialised, localised and specific issues might impact upon business activity within a designated foreign market segment;
• utilise independent critical thinking and applied learning skills to develop an international marketing orientation in terms of a chosen market context.

Assessment

Assignment(s): 50%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKC1200