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Details for MKT351 International Marketing

There are several challenges inherent in international marketing including cultural sensitivity and strategic planning in overseas operations. This unit provides essential tools to analyse cultural differences and develop effective cross-cultural marketing strategies. Students will evaluate international marketing theories, design comprehensive marketing plans, and learn to navigate complex issues, including ethical considerations and logistical challenges.

Quick Stats

  • Currently offered by Alphacrucis: Yes
  • Course code: MKT351
  • Credit points: 10

Subject Coordinator

Pratima Durga

Prerequisite

The following courses are prerequisites:

  • At least 80 credit points, including MKT101—Foundations of Marketing, MKT202—Consumer Behaviour and MKT251—Marketing Communication

Unit Content

Outcomes

  1. Describe the international context of marketing. This includes consideration of the social and ethical responsibilities of international operations;
  2. Develop an understanding of cultural differences: how to analyse them and how to design cross-cultural marketing strategies;
  3.   Analyse international marketing theories and strategies and evaluate their effectiveness, particularly market entry strategies;
  4. Discuss solutions to complex issues and challenges in international marketing, particularly for the NFP sector;
  5. Demonstrate communication skills to clearly articulate and present a product or service to customers in a cross-cultural setting;
  6. Design a marketing plan for an international operation. This includes: Appropriate marketing research; Positioning Strategy;  Considered pricing; Communication plan; Global logistics and distribution (as appropriate); Consideration of government policies.

Subject Content

This course may be offered in the following formats

  • Face-to-Face (onsite)
  • Distance/E-Learning (online)
  • Intensive (One week: 7 hours per day for 5 days = 35 class hours + approx 95 hours out of class time for research, writing, exam preparation and execution, ancillary activities associated with completion of assigned tasks.)

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis University College.

Assessment Methods

  • Forum Postings (20%)
  • Minor Essay (30%)
  • Group Presentation (50%)

Prescribed Text