International Marketing

The increasing importance of international exchange and transactions means that many businesses, regardless of size, direct their attention to the international marketplace but this requires a different set of marketing skills than those required for domestic marketing. The international marketer faces numerous challenges including cultural diversity, complex marketing environments, constant shifts in market requirements, newly emerging markets and difficult marketing mix decisions. This module explores a range of international marketing topics that will enable students to appreciate the involved and multifaceted nature of cross-border marketing decisions and the important role of marketing strategies within international business.