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    International Marketing
    21Z05757A
    IB B461
      More information: Course Guide
    International Marketing
    21Z05757A
    Course Start Date
    Aut 2019
    Course Level
    Higher
    Length in Terms
    1 term
    Credits
    5
    Language
    English
    Fees ($) (including lab fees)
    6,725
    Future Terms
    Aut 2020
    Quota and Schedule
    Course
    Start Date
    Course Level Length in Terms Credits
    Language
    Fees ($)
    (including lab fees)
    Future Terms
    Aut 2019
    Higher 1 term 5
    English
    6,725
    Aut 2020

    Course Coordinator: Dr Maggie Chu, BBA, MPhil, PhD (CUHK)

    Course Developer: Grace HO, consultant

    Advisory prerequisite(s)
    You are advised to have already studied MKT B250.

    Aims
    This course aims to introduce learners with global marketing concepts, techniques, strategic options and practical skills needed to analyse, formulate and implement an international marketing strategy. The course will discuss the concepts of standardization versus adaptation in global operations and key issues related to evaluating, developing, and delivering marketing programmes from a global perspective.

    Contents
    The course covers the following topics:

    • The global marketing environment

    • Global market opportunities and market entry strategies

    • Global marketing mix: product, pricing, distribution and promotion

    • Managing global operations

    Learning support
    There will be three two-hour and two three-hour tutorials, and one three-hour surgery.

    Assessment
    There are two assignments and one examination. Students must use Microsoft Word, Excel and PowerPoint to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

    Online requirement
    This course is supported by the Online Learning Environment (OLE). You can find the latest course information from the OLE. Through the OLE, you can communicate electronically with your tutor and the Course Coordinator as well as other students. Course materials are available in print form but you can also access them online. To access the OLE, students will need to have access to the Internet. The use of the OLE is required for the study of this course.

    Set book(s)
    Kotabe, M and Helsen, K (2017) International Marketing, 7th edn (Asia Edition), John Wiley & Sons Singapore Pte. Ltd.

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