Unit Catalogue

Contemporary business is increasingly international in nature. This unit develops advanced understanding of international marketing strategy and developing appropriate international marketing mixes including product and promotion adaptation, effective pricing and distribution channel selection. This unit explains the rationale behind international business operations and the significance of emerging markets, including the implications of their distinct political, economic, legal, cultural, technology and legislative characteristics.

Students learn how to overcome the challenges that international markets present in relation to conducting market research and obtaining reliable market data. Students also learn how appropriate market information is then used to inform international market analysis, selection and entry.