Course Details

Course Information Package

Course Unit CodeABSM306
Course Unit Details
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Recall the main concepts relevant to international and global marketing.
  2. Explain the complex environment as well as the marketing mix strategies in international and global marketing
  3. Apply the gained knowledge, the concepts and the tools acquired in this course to better comprehend the global environment.
  4. Evaluate the methods, tools, and techniques used for identifying and selecting international market opportunities and the methods for entry into the international marketplace.
  5. Develop their own opinions as to how international product strategies should be formulated.
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course ContentsIntroduction to Global Marketing 
Overview of Marketing; competitive advantage, globalization, global industries. Forces affecting Global Marketing (Ch. 1)
The Global Marketing Environment – Overview, Methods, tools and techniques used for identifying, analyzing and selecting international market opportunities. 
Analyzing foreign market potential and opportunities. (Ch. 2-5)
Segmentation, Targeting and positioning
Global Market Segmentation
Assessing Market potential and Choosing Target Markets
Target Market Strategy
Positioning (Ch. 7)
Importing, Exporting and Sourcing
Organizational Export Activities (Ch. 7)
Examine different methods of entry into the international market place.
Licensing, Investment, and Strategic Alliances (Ch. 9)
The Global Marketing Mix
Product and Brand Decisions (Ch. 10)
Pricing for International Markets ; Factors Influencing International Pricing (Ch. 11)
Logistics and the International Distribution System; Channel of Distribution Structures, Factors affecting choice of channels (Ch. 12)
Global Marketing Communications - Global Advertising, Public Relations, Sales Promotions, Personal Selling and Direct / Internet Marketing. (Ch. 13)
Strategic Elements for Competitive Advantage
Recommended and/or required reading:
  • Warren j Keegan, Mark C. Green, Global Marketing, 4th International edition, Pearson/Prentice Hall, 2005.
  • Cateora R. P., Graham, L. J., International Marketing, 11th Edition, Mc GrawHill, 2002.
  • Jonsson, Johny K. Global Marketing – Foreigh Entry, Local Marketing & Global Marketing, 3rd edition McGraw-Hill – Irwin, 2003.
Planned learning activities and teaching methodsThe Methodology used included lecturing based on the lecture’s power point presentations, discussions, reference to real life examples related to the main marketing issues taught, as well as to the students’ business background, analysis of case studies.
Assessment methods and criteria
Mid-term test15%
Mid-term assignment15%
Participation-class presentation10%
Final Exam60%
Language of instructionEnglish
Work placement(s)NO

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