MKC3220

International marketing

Ms Susan Freeman

6 points
* Two 1-hour lectures per week and one 1-hour tutorial per week
* Second semester
* Clayton
* Prerequisite: MKC2200

Objectives On completion of this course students should understand how the basic marketing framework operates in the international domain; understand the role and unique challenges of marketing in the international/global marketplace; become familiar with the changing international environment and its impact on international/global marketing activities; be able to apply the tools and techniques used in the development of marketing strategies for entry and growth in the international marketplace; be able to analyse and present international marketing situations and cases in written and oral form.

Synopsis This subject extends the basic marketing framework into the international domain. Elements of the international environment are examined for their impact on foreign marketing activities. The nature and determinants of internationalism by companies are analysed as a framework for developing international marketing strategy. A key issue to be considered is the choice of foreign operations method(s). The effect of international operations on marketing mix policies is also dealt with.

Assessment Group assignment (8000 words): 40%
* Individual assignment (1000 words): 10%
* Examination (2 hours): 50%

Prescribed texts

Terpstra V and Sarathy R International marketing Dryden, 1994