International Marketing

Course Coordinator: Chow Kin Fung, BBA (Hons) (HKBU); MA (Durham)

Advisory prerequisite(s)
You are advised to have already studied MKT B250.

Aims
This course aims to introduce learners with global marketing concepts, techniques, strategic options and practical skills needed to analyse, formulate and implement an international marketing strategy. The course will discuss the concepts of standardization versus adaptation in global operations and key issues related to evaluating, developing, and delivering marketing programmes from a global perspective.

Contents
The course covers the following topics:

• The global marketing environment
• Global market opportunities and market entry strategies
• Global marketing mix: product, pricing, distribution and promotion
• Managing global operations

Learning support
There will be five two-hour tutorials and one two-hour surgery.

Assessment
There are two assignments and one examination. Students must use Microsoft Word, Excel and PowerPoint to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Online requirement
This course is supported by the Online Learning Environment (OLE). You can find the latest course information from the OLE. Through the OLE, you can communicate electronically with your tutor and the Course Coordinator as well as other students. Course materials are available in print form but you can also access them online. To access the OLE, students will need to have access to the Internet. The use of the OLE is required for the study of this course.

Set book(s)
A custom textbook will be provided.