International Marketing Strategy

Course Leader: Dr Liaw Chya-Yi Emily, BBA (NCCU, Taiwan); MS (NUS, Singapore); MS (Georgia Tech, USA); PhD (U of Western Ontario, Canada)

Advisory prerequisite(s)
You are advised to have already studied MGT B820F.

Aims
This course aims to introduce students to the environmental forces surrounding international marketing, in order to equip them with the knowledge necessary to operate successfully within this environment. The course provides students with an in-depth understanding of the current methodologies, tools and techniques that are applied in developing, implementing and evaluating the effectiveness of international marketing 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 strategy
• Product and branding decisions
• Pricing decisions
• Global marketing channels and distribution decisions
• Global marketing communication decisions
• Organizing for global marketing

Contact hours
A total of 48 contact hours across one term, including 11 three-hour lectures and five three-hour tutorial classes. Students are also required to complete six additional self-study hours to prepare for the in-class assessment.

Assessment
The continuous assessment portion of the course accounts for 80% of the total course score, while the oral assessment accounts for the remaining 20% of the total course score. Students are required to submit assignments via the Online Learning Environment (OLE).

Set book(s)
A custom textbook will be provided.