International Marketing

DESCRIPTION:
Application of marketing principles to world markets in a variety of social, legal, technological and economic environments. Practices of international trade.

RATIONALE: 
While marketing principles remain universal, their application in the mosaic of international markets requires adaptation in theory and skill in application. The course aims to equip the students with the necessary knowledge on how to present effective, and efficient marketing strategies worldwide. Key marketing management issues are discussed like the market entry strategies a company needs to use in order to enter foreign markets, international marketing approaches and standardisation versus adaptation as appropriate. The module also presents the role of the macronvironment for the design of the international marketing strategies

LEARNING OUTCOMES: 
As a result of taking this course, the student should be able to:
1. Demonstrate an understanding of the international business environment (socio-cultural, economic, political, etc) and how it affects marketing strategies.
2. Develop and critically evaluate arguments and evidence about differences between domestic and international marketing strategies.
3. Critically evaluate markets and appropriate marketing strategies

METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
- Class lectures.
- Analysis and discussion of cases and assignments on international marketing issues.
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they 
can ask questions and go over lecture material, case studies or team project.
- Use of a Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources.