INTR9079A International Marketing and Investment

2019

4.5

1 x 4-day intensive workshop per semester

Admission into MAIRE/C-Master of Arts (International Relations in Economy and Trade) by coursework

Master of Arts (International Relations in Economy and Trade) by coursework

An increasingly important part of the study of International Relations is economic globalisation. Thus students need to become familiar with business decision-making in the international arena. This topic will integrate theoretical and descriptive analyses to gain insights into marketing developments in the international arena. It will cover 'big picture', strategic issues (e.g. industry and competitor analysis, alliances) as well as more functional and practical issues (e.g. direct marketing, proper cost measurement) including the relevance of innovation and recent technological developments. Case studies will solidly place the overall package in real-world contexts.

This topic aims to introduce students to the global trends in international business and the methods used to market products in an overseas environment. The topic also aims to provide students with knowledge of the entry methods most appropriate to specific product/market combinations and the other investment alternatives available.

Students successfully completing this topic should be able to:

1. appreciate the global economic environment
2. understand the implications to the firm of marketing a product/service overseas
3. undertake research that allows them to assess the viability of foreign markets and the best methods for entering those markets
4. determine how best to undertake marketing activities within a particular foreign nation
5. appreciate the methods available to invest in foreign markets