•      About OUHK     

  •      Admissions     

  •      Schools & LiPACE     

  •     Administration    

  •      Library     

  •     Research    

  • Registration

     Distance Learning Homepage  Credit exemptions  Finances  Registration
    International Marketing Strategy
    21Z028553
    IB B891
      More information: Course Guide
    International Marketing Strategy
    21Z028553
    Course Start Date
    Spr 2020
    Course Level
    Postgraduate
    Length in Terms
    2 terms
    Credits
    10
    Language
    English
    Fees ($) (including lab fees)
    N/A
    Future Terms
    Spr 2021
    Course
    Start Date
    Course Level Length in Terms Credits
    Language
    Fees ($)
    (including lab fees)
    Future Terms
    Spr 2020
    Postgraduate 2 terms 10
    English
    N/A
    Spr 2021

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

    Advisory prerequisite(s)
    You are advised to have already studied MGT B820.

    Aims
    The course aims to introduce students to the environmental forces surrounding international marketing, in order that students may operate successfully within this environment. The course provides students with the understanding and the means with which to deal with the problems and decisions faced by firms operating in an international business environment. Furthermore, the course reinforces students’ understanding of the current methodologies, tools and techniques used to develop, implement and evaluate the effectiveness of international business 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

    Learning support
    There will be five three-hour supplementary lectures, seven tutorials of two to three hours long and one three-hour surgery.

    Assessment
    There are three written assignments, ten short online quizzes and one oral assessment. It is compulsory for students to submit the last two written assignments and attend the oral assessment. Students must use word processing software (such as Microsoft Word) to prepare the written assignments, and submit the written assignments via the Online Learning Environment (OLE).

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

    Remarks
    This is a two-term course starts in Spring with teaching activities in Summer term. The course will end in Summer term.

    Accessibility | Privacy policies | Terms and policies | Webmaster
    © 2019 by The Open University of Hong Kong. All Rights Reserved.
    Site Map Site map
    About OUHK
    President's Message
    Vision & Mission
    History
    Strategic Plan
    Governance & Organization
    Principal Officers
    Honorary Graduates & University Fellows
    Facts & Figures
    Publications
    Administration
    Educational Technology and Development Unit
    Facilities Management Unit
    Finance Unit
    Human Resources Unit
    Information Technology Unit
    Library
    Mainland and International Affairs Office
    OUHK Shenzhen Office
    Public Affairs Unit
    Quality Assurance Office
    Registry
    Research Office
    Student Affairs Office
    Admissions
    Research Postgraduate Programmes
    Postgraduate Programmes
    Postgraduate Programmes (Part-time)
    Undergraduate Programmes
    Undergraduate Programmes (Part-time)
    Sub-degree Programmes
    Sub-degree Programmes (Part-time)
    Continuing Professional Development (CPD) Programmes
    Programmes from LiPACE
    Annual Review 2017-2018
    Choose your study programme
    Events Calendar
    Giving to OUHK
    Implementation of a unified academic calendar
    Information for
    Prospective Students
    Current Students
    Alumni
    Tutors
    Staff
    Media
    Jockey Club Home Health Watch Programme
    Library
    Media coverage
    Motto: Disce, Progredere, Crea
    Open Learning Resources
    iTunes U
    Knowledge for All
    OpenLink
    OUHK Great Speakers Series
    Policies
    Accessibility
    Privacy policies
    Terms and policies
    Research
    Research Office (RO)
    IRITS  IROPINE  IIBG   PSPRC  RIBILT  RIDCH
    RGC Funded Projects
    Institutional Repository
    Other Funded Research Projects
    Staff Publications
    Research Degree Programmes
    External Research Funding
    Internal Research Funding
    External Funding for Development Project
    Schools and LiPACE
    School of Arts and Social Sciences
    Lee Shau Kee School of Business and Administration
    School of Education and Languages
    School of Nursing and Health Studies
    School of Science and Technology
    Li Ka Shing Institute of Professional and Continuing Education (LiPACE)
    Site Search
    Social Media
    Facebook
    YouTube Channel
    Student Life & Support
    Students' Achievements
    Switch on to e-materials
    Useful Information
    Adverse weather arrangements
    Campus location
    Job Openings
    Contact us
    Telephone: (852-2711-2100)
    Facsimile: (852-2715-0760)
    Email: info@ouhk.edu.hk
    View the videos of Full-time Face-to-face Undergraduate Programme selected seminars
    Web for All
    Webmaster
    Back To Top