BX3082 - International Marketing in the Global Village

This subject focuses on the role of international marketing in creating and delivering value for customers around the world. It examines the political, legal, cultural and economic risks and opportunities posed by a rapidly evolving international marketing landscape. It encompasses cross-country marketing research; global brand management; segmentation scenarios; market entry strategies such as contract manufacturing, franchising and joint ventures; marketing communications, personal selling, ethics, and negotiation across cultures; and, international pricing issues such as counter-trade and transfer pricing, logistics, and the mechanics of export marketing. This subject links leading-edge research, marketing models and frameworks to both global and local organisations by using case studies, examples, and readings. This subject provides students with the opportunity to demonstrate 'work-ready' skills appropriate to a career path in international marketing management.

Learning Outcomes

• examine and describe the key drivers, risks and opportunities influencing global and international marketing practices;
• apply marketing skills and knowledge to recommend innovative marketing strategies and programs for an international organisation.

Subject Assessment

• Oral > Presentation 1 - (15%) - Individual
• Written > Project plan - (45%) - Individual
• Written > Research report - (40%) - Individual.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.