International Marketing Strategy

Course Coordinator: Dr Ji Li, Msc (CityU of HK); PhD (CityU of HK)

Advisory prerequisite(s)
You are advised to have already studied MGT B820.

Aims
The course aims to introduce students to the environmental forces surrounding international marketing, in order that students may operate successfully within this environment. The course provides students with the understanding and the means with which to deal with the problems and decisions faced by firms operating in an international business environment. Furthermore, the course reinforces students' understanding of the current methodologies, tools and techniques used to develop, implement and evaluate the effectiveness of international business strategies.

Contents
The course covers the following topics:

• Global business environment: political, economic, legal and technological
• Cross-cultural consumer behavior
• Global market research
• Global market segmentation, targeting and positioning strategies
• Global market entry strategies
• Product and branding decisions
• Pricing decisions
• Global marketing channels and distribution decisions
• Global marketing communication decisions
• Organising for global marketing

Learning support
There will be four two-hour tutorials, four three-hour tutorials, and one four-hour day school.

Assessment
There are three written assignments, eight short online quizzes and one oral assessment. It is compulsory for students to submit the last two written assignments and attend the oral assessment. Students must use word processing software (such as Microsoft Word) to prepare the written assignments, and submit the written assignments via the Online Learning Environment (OLE).

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

Remarks
This is a two-term course starting in the Spring Term with teaching activities in the Summer Term. The course will end in the Summer Term.