MARKETNG 7024 - Developing Global Markets (M)

The course will analyse both external and internal factors which are likely to influence companies when developing international markets. During this course, the student will gain deep insights into the pressures created by the international economic, political, legal, cultural, demographic, competitive and distribution factors. This course will enable students to refine their deep analytical skills towards marketplace and demand trends and anticipate issues likely to affect companies. Theories and concepts will cover expansion into international markets, political, legal and economic risk analysis, consideration of factors such as culture, geography, logistics and emerging markets. Students will be asked to analyse whether the marketing mix needs adaptation for an international market. The conceptual material developed during this course will be implemented through analysis of current companies and events and a major project. Contemporary issues facing companies in the modern world will be explored.