International Marketing

Main topics of study:

Introduction to International Marketing

  • The Strategic Importance of International Marketing
  • The International Marketing Environment
  • Differences Between International and Domestic Marketing
  • International Marketing Strategies

The International Trading Environment

  • World Trading Patterns
  • Reasons Countries Trade
  • Barriers to World Trade
  • The Development of World Institutions to Foster International Trade
  • The Development of World Trading Groups
  • The European Union
  • The Free Trade Area of the Americas (FTAA)
  • The Asian Pacific Trading Region
  • The Chinese Economic Area

Social and Cultural Considerations in International Marketing

  • Social and Cultural Factors
  • What is Culture?
  • Culture and Consumer Behaviour
  • Analysing Cultures and the Implications for Customer Behaviour
  • Cross-cultural Analysis
  • Social and Cultural Influences in Business-to-Business Marketing

International Marketing Research and Opportunity Analysis

  • The Role of Marketing Research and Opportunity Analysis
  • The Role of International Marketing Research
  • Opportunity Identification and Analysis
  • International Marketing Segmentation
  • Transnational Segmentation
  • Problems of Using Secondary Data
  • Primary Research in International Markets
  • Research Design
  • Survey Methods

International Niche Marketing Strategies for Small and Medium-sized Enterprises (SMEs)

  • The SME Sector and its Role Within the Global Economy
  • The Nature of International Marketing in SMEs
  • The Nature of International Development
  • International Strategic Marketing Management in SMEs
  • Ansoff Matrix MC Kinsey Framework
  • Factors Affecting Choice of International Marketing Strategy
  • Management Style and International Fast Growth
  • The Future of SME Internationalisation

Global Strategies

  • Alternative Views of Globalisation
  • Alternative Strategic Responses
  • Multi-domestic Strategies
  • International Marketing Management for Global Firms
  • Organisational Structure for Transnational Firms

Market Entry Strategies

  • The Alternative Market Entry Methods
  • Indirect Exporting
  • Domestic Purchasing
  • Export Houses
  • Piggybacking
  • Trading Companies
  • Direct Exporting
  • Agents
  • Management Contracts
  • Foreign Manufacturing Strategies without Direct Investment
  • Contract Manufacture.
  • Licencing
  • Foreign Manufacturing Strategies with Direct Investments
  • Cooperative Strategies
  • Joint Ventures & Strategic Alliances

International Product and Service Management

  • Products, Services and Service Marketing
  • The Components of the International Product Offer
  • Factors Affecting International Product Management
  • Standardisation
  • Adaptation
  • Product Policy
  • Product Strategies
  • Managing Products across Borders
  • Product Life Cycle
  • Product Portfolio Analysis
  • Image, Branding and Positioning
  • New Product Development

International Communications

  • The Role of Marketing Communications
  • The Fundamental Challenges for International Marketing Communications
  • International Marketing Communications Strategy
  • The Marketing Communications Tools
  • Person Selling
  • Exhibitions and Trade Fairs
  • Advertising
  • Sales Promotions
  • Sponsorships
  • Public Relations

The Management of International Distribution and Logistics

  • The Challenges in Managing an International Distribution Strategy
  • Selecting Foreign Country Market Intermediaries
  • Building Relationships in Foreign Market Channels
  • Trends in Retailing in International Markets
  • Internet Relating
  • Globalisation of Retailing
  • The Management of the Physical Distribution of Goods
  • Use of Intermediaries
  • Transportation

Pricing for International Markets

  • Domestic vs International Pricing Decisions
  • The Factors Affecting International Pricing Decisions
  • Developing Pricing Strategies
  • Problems of Pricing and Financing International Transactions
  • Problems in Multi-national Pricing
  • Problems in Managing Foreign Currency Transactions
  • Problems in Minimising the Risk of Non-payment in High Risk Countries
  • Administrative Problems Resulting from the Cross Border Transfer of Goods

International Marketing Implementation Through Enabling Technologies

  • The Enabling Technologies
  • The Internet Websites
  • E-markets and E-marketing
  • International Marketing Solution Integration
  • The Impact on International Marketing Strategy
  • Moving to a Customer-led Strategy