Study Guide

Learning outcomes

The student is able to:
- explain the relevant trends and issues to be considered in developing a future international business opportunity.
- develop a strategic approach to developing the future international business opportunity. Concepts such as working in projects, co
creation, collaborative networks, design thinking, circular economies, blue ocean and creating new market spaces will be explored.
- recommended solutions that could be implemented in actualising the chosen strategy to create the international business opportunity.

Implementation and methods of teaching

Few companies these days could claim to be purely domestic. While the firm may confine its activities to the domestic market, the market itself is unlikely to be somewhat restricted and may be served by firms headquartered in or operating from a number of other foreign countries or regions. Knowledge of international issues is therefore of vital importance to all firms whether they are actively involved in marketing in foreign markets or have foreign competitors at home. The increased risk and complexity marketers face in international markets is due to the increased level of uncertainty from operating in diverse and less understood environments. The discussion of international marketing topics in this course is guided by a depth understanding of culture and how this informs the international marketing decision- making process. Building a strong foundation knowledge of culture informs at a macro level which countries a firm selects to enter; which market entry strategy they adopt and how the marketing mix must adapt depending on the cultural values on the country the firm chooses to enter.

Timing and attendance

Campus lessons are mandatory

Learning material and recommended literature

Materials provided by the lecturer

Assessment criteria

Active participation in:
- The lectures
- Class exercises
- Presentations
- Group work

Assessment scale

1-5