BUS4008 - Global Marketing

學分: 3
時間: 45小時
先修單元: BUS2001 Principles of Marketing
or with the Instructor’s permission and upon endorsement of the relevant Department Head and Programme Director
This module highlights the global context of marketing. It focuses on how marketing strategies and tactics interact with the cultural, economic, geographic, and legal-political factors in the international marketing environment. The managerial challenges of implementing diverse, multinational marketing programmes are particularly emphasised.
Upon completion of this module, students should be able to:

  1. understand the dynamics of the international marketing environment and the implications of a virtually shrinking world;

  2. identify and evaluate strategic options for international market entry;

  3. design global as well as multinational marketing programmes; and

  4. apply marketing concepts and analytical tools to international operations.