Unit 11 International Marketing
GLH: 60 | Credit: 15
LO/AC Table: LO1 Understand implications international marketing organisations (1.1 Evaluate different market research requirements international marketing, 1.2 Analyse how business case international marketing justified, 1.3 Assess risks considered international marketing; M1 Evaluate different methods international marketing; D1 Analyse way financial/pricing issues affect international operations).
Indicative Content: International market research Validity data produced developing markets/international marketing information systems/integration organisation-wide systems/suitability different marketing research methods international context/use environmental scanning tools international context, Resource investment Advantages/disadvantages/requirements different methods market entry/international agencies/multinational trading groups/role UKTI/other government agencies/international development agencies overseas trade/accommodation/trading tariffs/differences international product standards/availability local labour/skills/international logistics/distribution networks/environmental/political conditions affecting them, Business case Reasons market entry/associated issues/nature/size/maturity local markets/barriers success/return investment, Start-up/ongoing costs/methods financing international marketing/sources finance/availability local incentives/international insurance/multinational financial systems, Design pricing structures/exchange rates/options/international insurance/shipping/import costs/factors affecting financial risk/strategic implications market conditions/customers creditworthiness/local government involvement economy/identification financial risk/risk maps/financial risk treatment options/local laws/foreign monetary policies/reducing exposure/risk sharing options, Suitability different risk treatment options/role foreign exchange markets/arbitrage/spot/forward exchange rates/hedging.
Suggested Resources: Chernev (2018) Strategic Marketing Management, Doole/Lowe (2022) International Marketing Strategy, etc.
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