This course is concerned with the main factors that marketers need to consider when adopting an international marketing strategy. It aims at assisting students to identify the main concepts relevant to international and global marketing. The complexities of operating in the international/global marketing environment are also discussed. Emphasis is placed on how marketers can apply the various conventional marketing mix strategies in an international context. A number of different methods, tools, and techniques used for identifying and selecting international market opportunities are also presented and various market entry modes are explained.

  

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