5 August 2016
Providing an important insight into international marketing concepts, issues, motivations and strategy, this module offers an up-to-date approach to the marketing challenges of the new international economy, from global branding and the rise of emerging market multinationals to debates in international marketing strategy.
We’ll explore the economic, political, legal and environmental influences on international marketing and their effect on the marketing strategy, the processes and challenges in entering new markets, and the effects of internationalisation on the marketing strategy.
As part of this comprehensive module, you’ll have the opportunity to delve into the critical elements of global marketing, including the global economic environment, regional market characteristics and preferential trade agreements and social, cultural, political, legal and regulatory environments.
We’ll also consider the importance of global information systems and market research, segmentation, targeting, and positioning, importing, exporting, and sourcing, as well as global market entry strategies – all vital elements for a great academic foundation for a career in international marketing.
The module highlights the growing impact of emerging nations such as Brazil, Russia, India, and China in particular. The module also looks at Social Media and Web 2.0.
We will bring global marketing to life with real-world examples. The business case studies encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for both you and the tutor.
The module is open to anyone that has an interest in international marketing. Students with an academic or professional background in Marketing, Business, Economics and International Relations are expected to be particularly attracted to this module.
You will be able to understand concepts and challenges in international marketing and be familiar with new market assessment entry processes.
Many of our students get credit for the summer modules taken at King’s. You should approach your home university before applying as it is up to them to apply the credit to your degree programme. We would recommend a three week module would be equivalent to 3-4 US credits or 7.5 ECTS.
GBP 1590: Tuition fee only