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    IB B891F
    International Marketing Strategy
    21Z028553
    IB B891F
    International Marketing Strategy
    21Z028553
    Course Start Date
    Sum 2019
    Course Level
    Postgraduate
    Length in Terms
    2 terms
    Credits
    10
    Language
    English
    Fees ($) (including lab fees)
    Future Terms
    Quota and Schedule
    Course
    Start Date
    Course Level Length in Terms Credits
    Language
    Fees ($)
    (including lab fees)
    Future Terms
    Sum 2019
    Postgraduate 2 terms 10
    English
    Course Coordinator:
      2019 Summer: Mr Wong Hon Shing, B.ENG (Sunderland); MBA (CUHK); MSSc (CityU of HK)
      2019 Autumn: Dr Woo Ka Shing, MBA (Stirling); PhD (Nottingham)

    Advisory prerequisite(s)
    You are advised to have already studied MGT B820F.

    Aims
    This course aims to introduce students to the environmental forces surrounding international marketing, in order to equip them with the knowledge necessary to operate successfully within this environment. The course provides students with an in-depth understanding of the current methodologies, tools and techniques that are applied in developing, implementing and evaluating the effectiveness of international marketing strategies.

    Contents
    The course covers the following topics:

    • Global business environment: political, economic, legal and technological

    • Cross-cultural consumer behavior

    • Global market research

    • Global market segmentation, targeting and positioning strategies

    • Global market entry strategies

    • Product and branding decisions

    • Pricing decisions

    • Global marketing channels and distribution decisions

    • Global marketing communication decisions

    • Organizing for global marketing

    Contact hours
    Normally two to three hours per week.

    Assessment
    The continuous assessment portion of the course accounts for 80% of the total course score, while the oral assessment accounts for the remaining 20% of the total course score.

    Set book(s)
    MKT B891 International Marketing Strategy (a custom textbook).

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