ADM735 International Marketing (Spring 2023)

• PART 1: THE DECISION TO INTERNATIONALISE: Global marketing in the firm; Initiation of internationalization; Internationalization theories; Development of the firm’s international competitiveness.
• PART 2: DECIDING WHICH MARKETS TO ENTER: The political and economic environment; The social cultural environment; The international market selection process.
• PART 3: MARKET ENTRY STRATEGIES: Selecting market entry mode; Export, intermediate and hierarchical entry modes.
• PART 4: DESIGNING THE GLOBAL MARKETING PROGRAMME: International Product Strategies; Pricing in International Markets; Distribution Channels in International Markets; International Promotion Strategies.

Knowledge:

• Have an in-depth understanding of how a firm can achieve global competitiveness through the design and implementation of market-responsive programmes
• Have acquired both knowledge and know-how to develop and implement global marketing plans

Skills:

• Be able to critically evaluate key international marketing concepts, theory and practice;
• Be able to critically evaluate a firm's international marketing strategy and marketing mix decisions;
• Be able to apply theoretical frameworks to real-world marketing situations

General competence:

• Competence relevant to the needs of existing and future managers, executives and professionals, irrespective of their sector of operation. These will include analysis and synthesis, oral and written communication.
• Can demonstrate his/her learning and problem solving abilities in new areas to carry out assignments and projects
• Competence to identify and analyse ethical dilemmas in international marketing.

• Form of assessment: Home assessment
• Proportion: %
• Duration: semester
• Grouping: Individual
• Grading scale: Letter (A - F)
• Supported material: