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International Marketing

duration Duration: 1 Teaching Period

unit code Unit Code: MKT30011

contact hours Contact Hours: Recommended 8 hours of study per week

About this unit

This unit aims to help students understand the concept of Transnational (aka International) Marketing, how it fits within the overall corporate structure and strategy and how it enables organisations to realise offshore opportunities. The unit will look at analysis of potential markets, available strategies for entry, and the decision-making and implementation processes.


Topics will include:

  • SPENT (Socio/Cultural, Political, Economic, Natural & Technological) factors
  • International market research
  • International Segmentation and Positioning
  • Market entry modes
  • Product/service strategy
  • Distribution strategy
  • Pricing strategy
  • Promotion strategy
  • Trends in International Marketing