Institute of Commercial Management | Qualification Subject

International Marketing

Main Topics of Study

Introduction to International Marketing

  • The strategic importance of international marketing
  • The international marketing environment
  • Differences between international and domestic marketing
  • International marketing strategies

The International Trading Environment

  • World trading patterns
  • Reasons countries trade
  • Barriers to world trade
  • The development of world institutions to foster international trade
  • The development of world trading groups
  • The European Union
  • The Free Trade Area of the Americas (FTAA)
  • The Asian Pacific trading region
  • The Chinese economic area

Social and Cultural Considerations in International Marketing

  • Social and cultural factors
  • What is culture?
  • Culture and consumer behaviour
  • Analysing cultures and the implications for customer behaviour
  • Cross-cultural analysis
  • Social and cultural influences in business-to-business marketing

International Marketing Research and Opportunity Analysis

  • The role of marketing research and opportunity analysis
  • The role of international marketing research
  • Opportunity identification and analysis
  • International marketing segmentation
  • Transnational segmentation
  • Problems of using secondary data
  • Primary research in international markets
  • Research design
  • Survey methods

International Niche Marketing Strategies for Small and Medium-sized Enterprises (SMEs)

  • The SME sector and its role within the global economy
  • The nature of international marketing in SMEs
  • The nature of international development
  • International strategic marketing management in SMEs
  • Ansoff matrix MC Kinsey framework
  • Factors affecting choice of international marketing strategy
  • Management style and international fast growth
  • The future of SME internationalisation

Global Strategies

  • Alternative views of globalisation
  • Alternative strategic responses
  • Multi-domestic strategies
  • International marketing management for global firms
  • Organisational structure for transnational firms

Market Entry Strategies

  • The alternative market entry methods
  • Indirect exporting
  • Domestic purchasing
  • Export houses
  • Piggybacking
  • Trading companies
  • Direct exporting
  • Agents
  • Management contracts
  • Foreign manufacturing strategies without direct investment
  • Contract manufacture
  • Licencing
  • Foreign manufacturing strategies with direct investments
  • Cooperative strategies
  • Joint ventures and strategic alliances

International Product and Service Management

  • Products, services and service marketing
  • The components of the international product offer
  • Factors affecting international product management
  • Standardisation
  • Adaptation
  • Product policy
  • Product strategies
  • Managing products across borders
  • Product life cycle
  • Product portfolio analysis
  • Image, branding and positioning
  • New product development

International Communications

  • The role of marketing communications
  • The fundamental challenges for international marketing communications
  • International marketing communications strategy
  • The marketing communications tools
  • Person selling
  • Exhibitions and trade fairs
  • Advertising
  • Sales promotions
  • Sponsorships
  • Public relations

The Management of International Distribution and Logistics

  • The challenges in managing an international distribution strategy
  • Selecting foreign country market intermediaries
  • Building relationships in foreign market channels
  • Trends in retailing in international markets
  • Internet relating
  • Globalisation of retailing
  • The management of the physical distribution of goods
  • Use of intermediaries
  • Transportation

Pricing for International Markets

  • Domestic vs international pricing decisions
  • The factors affecting international pricing decisions
  • Developing pricing strategies
  • Problems of pricing and financing international transactions
  • Problems in multi-national pricing
  • Problems in managing foreign currency transactions
  • Problems in minimising the risk of non-payment in high risk countries
  • Administrative problems resulting from the cross border transfer of goods

International Marketing Implementation Through Enabling Technologies

  • The enabling technologies
  • The internet websites
  • E-markets and e-marketing
  • International marketing solution integration
  • The impact on international marketing strategy
  • Moving to a customer-led strategy

Recommended Reading

Main Text:

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International Marketing Strategy – Analysis, Development and Implementation (4th edition) – I. Doole and R. Lowe (Thompson)

Indicative Text:

Alternative Text and Further Reading:

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International Marketing – S. J. Paliwoda and M. J. Thomas (Butterworth Heinemann)