This course provides students with an understanding of the various components and functions of international marketing. The course develops a keen appreciation for the international marketing function. The course develops a keen appreciation for the international marketing environment and the complex forces impacting on the international marketing function. The focus is on evolving an integrated and functional framework for international marketing decisions. Covers target marketing, marketing mix and strategic decisions involved in business markets.
Case studies are an important feature of the course.
This course examines the development and management of services in a changing and growing global marketplace. Among the challenges addressed will be the development of global service marketing strategies, the process for the development of new services, the role of climate and culture within the organization, strategies for customer retention, quality management and measurement in a service organization, and insights into service demand and the structure of the service industry. This course examines concepts in international purchasing and logistics to provide an in-depth understanding of the international supply chain. The course will examine how sourcing and logistics activities change and become more complex in the global environment. These aspects will be discussed in terms of the opportunities, challenges, and changing customer requirements presented by trading blocs, emerging markets, and developing countries.