Authorised by Academic Registrar, April 1996
Objectives At the end of the course participants should be able to explain the management of product, price and promotion variables in the international context; understand the appropriate transport, customer service, warehousing and inventory strategies in international trade; understand the process of designing an international channel of distribution; determine the most appropriate market entry strategy in a given situation; explain the various types of countertrade and the use of countertrade as a marketing strategy.
Synopsis Product, pricing and promotional issues and practices in international marketing. Strategic logistics decisions - international transport mode choices, issues of customer service, inventory implications of international trade. Operational logistics decisions. Managing the export shipment; documentation and insurance. International channels of distribution; channel design and management. Alternative market entry strategies including export, licensing, joint venture, franchising, local manufacture. Countertrade and its role as a marketing strategy.
Assessment Case study analysis: 10% + Seminar paper presentation (1000 words): 10% + Individual major assignment (3000 words): 30% + Class test: 50%