Pre-requisite learning |
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s). |
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Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list. |
No incompatible modules listed |
Co-requisite Modules
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No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
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No requirements listed |
Indicative Content |
Internationalising Marketing Operations
Reasons for internationalisation, evolution of internationalisation, targeting emerging, developing and developed markets, lead markets and must-win markets
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Global Market Entry Strategies
Exporting, licensing, franchising, contract manufacturing, mergers and acquisitions, greenfield operations
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Global Segmentation and Positioning Strategies
Demographic, geographic, psychographic and behavioural segmentation bases. Global, local and foreign consumer-culture positioning
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Designing Global Marketing Programmes
Global product/service, distribution, pricing and promotional campaigns considering standardisation or adaptation.
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Recommended Book Resources |
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- Pervez Ghauri & Philip Cateora 2014, International Marketing, 4th Ed., McGraw Hill [ISBN: 9780077148157]
- Tracy L. Tuten 2019, Principles of Marketing for a Digital Age [ISBN: 9781526423344]
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Supplementary Book Resources |
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- Masaaki (Mike) Kotabe, Kristiaan Helsen 2020, Global Marketing Management, 8th Ed., Wiley & sons [ISBN: 9781119563112]
- Michael R. Czinkota and Illka A. Ronkainen 2013, International Marketing, 10th Ed. [ISBN: 9781133627517]
- Kiefer Lee, Steve Carter, 2012, Global Marketing Management, 3rd Ed. [ISBN: 9780199609703]
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This module does not have any article/paper resources |
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Other Resources |
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- Journal: Harvard Business Review
- Journal: Journal of International Marketing
- Journal: Journal of Global Marketing
- Journal: Management International Review
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