Course Catalogue

LJMU Partner Taught

To analyse the principles and techniques involved in marketing strategically within the global context for businesses.

Outline Syllabus:Introduction, Course Outline and Objectives Globalisation and the challenges for small, medium and for large firms Internationalisation – an Initiation Assessing the Firm’s Competitiveness: The Socio-Cultural, Political, and Legal Environment International Market Selection Process especially marketing in emerging markets Approaches to Choice of Market Entry Mode International Product, and pricing Management. International Distribution and Communications Decisions

Additional Information:Few companies these days could claim to be purely domestic. While the firm may confine its activities to the domestic market, the market itself is unlikely to be so restricted and may be served by firms headquartered in or operating from a number of other countries or regions. Knowledge of international issues is therefore of relative importance to all firms whether they are actively involved in marketing in foreign markets or have foreign competitors at home. This represents an introduction to international marketing and aims to develop knowledge of the international environment and international marketing. The increased scope, risk and complexity faced by the international marketer is due to the increased level of uncertainty from operating in diverse and less understood environments. Emphasis is placed on the identification of challenges presented by international marketing to equip students to deal with differences, opportunities and threats emerging from diverse economic, demographic, political/legal, cultural, technical and competitive environments. The impact of international issues is related during the course to the marketing decision-making task at three levels; the macro level at which country selection decisions are made; national level at which market entry decisions are made; and market level where marketing mix decisions are made.