Course: 740 International Marketing

  1. Evaluate the role of international marketing planning process within the strategic planning of organizations.
  2. 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.
  3. Critically analyse key issues and strategies for entering international markets and how international marketing organization may assist in establishing businesses in new markets.
  1. 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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