The course begins with an examination of key aspects of the
international marketing environment: culture, politics, emerging markets and multinational
market groups. Emphasis then shifts to the 4Ps of marketing, product, price,
promotion and place, assessing how international marketers adapt these fundamental
tools of marketing to the complex international environment. The conceptual links
between marketing techniques and international markets are analysed through the
planning function. Students develop a thorough appreciation of the
interrelationship between international environment, marketing techniques and
planning by bringing all the concepts together in the form of a complete
international marketing plan.