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- Evaluate the role of international marketing planning process within the strategic planning of organizations.
- Apply the appropriate analytical tools and conceptual frameworks in a variety of business settings where political, cultural and socio-economic issues affect an organization’s international marketing decisions.
- Critically analyse key issues and strategies for entering international markets and how international marketing organization may assist in establishing businesses in new markets.
- Formulate international marketing strategies that include some or all of: economic and political environments, institutional frameworks, cultural dimensions, service and product development, pricing and value, communications, logistics, customer service and human resources.
Organisation & Methodology:
The students are required to choose a product or service already sold in one country / multiple countries, and create a marketing plan for it, how it can expand to a new country. The student is required to submit a written report and be prepared to briefly state the main points of the plan in class, for class discussion purposes. The plan must include
– Situational analysis (including a comprehensive competitor analysis)
– SWOT- analysis
– Goals and objectives, what will be attained with this plan
– Target market selection (primary and secondary)
– Marketing mix: Branding, USP, slogans, positioning and the plan must include social media strategies as well
– Implementation plan
Evaluation and control
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