International Marketing

About

The principal objective of this course is to help you develop a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets with a particular focus on emerging markets, Asian markets, and China in particular. During the semester, you will learn about the key environmental forces shaping consumer needs and preferences, the impact of political and economic factors on firms operating in an international environment, the influence of international competition, market segmentation and strategy decisions specific to international marketing.

You will:
1. Assess various foreign markets 

2. Analyze the impact of cultural, social, political and economic factors on marketing 
strategies 

3. Determine when to use different market entry and penetration strategies 

4. Examine the different skills and systems required to implement marketing strategies 
across country borders 

By engaging your best efforts, you will enhance your understanding of the scope, risks and rewards facing organizations attempting to establish and maintain global competitiveness.

Course leader

William Wu

Target group

Students of social sciences (incl. law, business, commerce), sciences and engineering at senior undergraduate or graduate level with an interest in entrepreneurship. A general background in economics and business may help, but no specific expertise is required.

Fee info