BUSN3051 International Marketing

2016

4.5

1 x 3-hour workshop weekly

1 1 of BUSN1022, BUSN1206, BUSN2025
2 36 units of BUSN topics
Must Satisfy: ((1) or (2))

BUSN3014 has been successfully completed

Bachelor of Business

Students will be introduced to international marketing research, product development, pricing, distribution, exporting and promotion. The topic will examine problems of global strategic marketing, strategic formulation in multinational marketing, managing network connections in international business and the internationalisation of service firms. The myth of globalisation, the role of bribery, gift and donations on negotiating, the impact of international law and international marketers, the role of international marketing in society and the firm, the impact of the internet and international market and the environment of international marketing are critically investigated. Bottom of the Pyramid Marketing will be analysed as a new paradigm shift in marketing to developing countries, in a way that jointly reduces poverty and adds profitability to a firm. Sustainable issues in international marketing are discussed as a path to corporate social inclusion.

To provide students with an introduction to the concepts and tools used in international marketing. International marketing is a subject that touches several small to medium to multinational companies, and can be defined as how various parties satisfy their needs through exchange. The thrust of international marketing is to manage this exchange process at an international level. The effect of internet/ e-commerce on international marketing will be evaluated.

This topic will introduce students to a strategic approach to the international marketing mix. It will ultimately lead to an appreciation of the complexities of developing an international marketing strategic plan.

Its aim is to investigate

• the role of international marketing in society and the organisation
• the environment of international marketing
• foreign consumers and foreign markets
• product strategies for world markets
• international distribution strategies
• international dimensions of pricing strategies
• international dimensions of promotion strategies
• the opportunities of marketing to the bottom of the pyramid
• the service organisation in international markets
• managing international distribution channels
• the internet and international marketing

Students should be able to demonstrate the ability to effectively design an International Marketing Plan from an organisational perspective and make constructive recommendations for further improvement in international business exchanges with global customers. This will also require students to prepare a Country Notebook for the country they export their goods/services to.