Marketing Across Borders M

Course aim

This course aims to develop students’ analytical abilities and strategic thinking skills that are essential for success in marketing across borders. The course will explore various theoretical and practical approaches in designing and implementing international marketing strategies for particular country or the region (e.g. Asia, Europe, Africa, North/South America) with an emphasis on the impact of environmental factors on the effectiveness of marketing practices and dynamics of the international marketplace.

Course content

The following topics will be covered in this course:
The principles and rationales for international marketing; future trends and changes in global marketing strategies and practices; influences of environmental factors on marketing worldwide; market selection and entry strategies; consumer behaviour: the cultural influence; modifying products for overseas markets; managing international brands; promotion in international marketing; international strategies in pricing; effective distribution overseas; market information and marketing research for international markets; issues and controversies in developing international marketing strategies.

Textbook(s)

Hollensen, S 2011, Global marketing: a decision-oriented approach, 5th edn, Prentice Education Limited, Harlow, England

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5025	Marketing Management

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 11 weeks
EXTERNAL, CITY WEST, ONLINE
External	N/A x 11 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Assignment 1 - Topical case analysis, Assignment 2 - Individual Project

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.