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Analysis of the international marketing environment using the PESTLE macro framework, with particular emphasis on culture and economic factors. Theories of internationalization and trade.
Consideration of the information needs of international marketers, both to select appropriate markets and to develop marketing mixes within them; exploration of the issues involved in collecting research data internationally.
Product and Service
International branding options, including defining global brands and examining the issues involved in creating them. New product development. Product adaption vs standardization. Characteristics of services, after sales servicec.
Distribution and Market Entry Decisions
Considerations involved in selecting and then managing channels of distribution appropriate to different market and company situations. Logistics.
Examination of the issues and alternative approaches relating to developing promotional campaigns across markets. Relationship and viral marketing.
Consideration of the factors involved in the pricing decision. Determining pricing tactics for international markets.
International Planning and Control and Company Organisation
Development of international marketing plans; monitoring and control mechanisms. Measuring performance.
Word Count: 3000 words