Authorised by Academic Registrar, April 1996
Objectives At the completion of this subject students should understand the basic concepts of international/global marketing, the environmental forces impacting on international/global marketing and the process of international strategy planning and implementation.
Synopsis In this subject the unique demands on the marketing function of an organisation operating in foreign markets are analysed. Key aspects of the international environment are examined along with their implications for international marketing policy. Of particular concern is how the individual organisation enters and develops operations in various foreign markets - from the array of methods available - and how various components of the marketing mix are utilised to support this process. The overall setting of the analysis of international marketing activities is the internationalisation process and related theories. NB: It is suggested that the maximum benefit will be obtained from this subject if it is preceded by MBA5350 (International business).
Assessment Written (assignments throughout the semester): 100%