International Marketing
Pervez Ghauri and Philip Cateora
As global economic growth occurs, understanding marketing in all cultures is increasingly important. This course addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. Emphasis is on the strategic implications of competition in the markets of different countries. An environmental/cultural approach to international marketing permits a truly global orientation. The student’s horizons are not limited to any specific nation or to the particular ways of doing business in a single country.
Instead, this course provides an approach and framework for identifying and analysing the important cultural and environmental uniqueness of any country or global region. The course is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside their home country and to raise the student’s consciousness about the importance of viewing international marketing management strategies from a global perspective.
Topics covered
- The scope and challenge of international marketing.
- The dynamics of international business.
- Geography and history: the foundations of cultural understanding.
- Cultural dynamics in international marketing.
- Business customs and practices in international marketing.
- The international political and legal environment.
- Researching international markets.
- Emerging markets and market behaviour.
- Multinational market regions and market groups.
- International marketing strategies.
- International market entry strategies.
- Exporting, managing and logistics.
- Developing consumer products for international markets.
- Marketing industrial products and business services.
- The international distribution system.
- The international advertising, promotion and personal selling.
- Pricing for international markets.
