This unit is designed to introduce students to the management of global marketing. It considers environmental factors and how marketing management decisions are affected by both external and internal environmental factors in foreign markets. It develops an awareness and understanding of global marketing concepts including: global competitiveness and anti-globalisation sentiments; market entry options; global pricing; product and promotional factors, including the issue of standardisation versus customisation and distribution and logistics practices; global selling; and negotiation techniques. Additionally the unit requires students to analyse a number of academic articles and apply the... -- Course Website
Instructor: Ms June Buchanan
Prerequisites: MKTG101