Course Details
Course Information Package
Course Unit Title | INTERNATIONAL MARKETING | ||||||||||
Course Unit Code | ABSM306 | ||||||||||
Course Unit Details | |||||||||||
Number of ECTS credits allocated | 5 | ||||||||||
Learning Outcomes of the course unit | By the end of the course, the students should be able to:
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Mode of Delivery | Face-to-face | ||||||||||
Prerequisites | ABSM112 | Co-requisites | NONE | ||||||||
Recommended optional program components | NONE | ||||||||||
Course Contents | Introduction 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: | |||||||||||
Textbooks |
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References |
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Planned learning activities and teaching methods | The 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 |
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Language of instruction | English | ||||||||||
Work placement(s) | NO |