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Globalisation has led to many businesses facing with increasing challenges. To meet these challenges managers have to equip themselves with an array of intellectual tools that can be used as the basis for developing effective business strategies, to be competitive in the global environment. Managers are not only required to understand the international marketing environment, but also to be able to develop and implement business strategies that can predict and cope with potential threats and capitalise on opportunities. In this course, we develop frameworks for analysing the international marketing environment and skills to formulate these into effective strategic international marketing strategies. Effective management of these strategies require not only a broad view of the global business environment but also the ability to act in a local and timely manner that is effective in developing and holding a strong global competitive position.

International marketing focuses on the opportunities and challenges of marketing new and existing products or services in the international marketplace. With the increasing complexity of conducting businesses in the global environment, international marketing managers are confronted with numerous strategic issues and decisions that can impact on the success of the organisation in the global marketplace. This course provides students with an appreciation of international marketing by examining the key issues facing companies that aim to compete successfully globally. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way students view international markets and marketing strategically.