Learning Objectives
5 objectives- Understand the fundamental concepts and importance of international marketing compared to domestic marketing.
- Analyze methods and challenges involved in conducting market research across different international markets.
- Evaluate various entry modes for international expansion and their strategic implications.
- Develop global marketing strategies considering cultural sensitivity, segmentation, and positioning.
- Examine product, pricing, distribution, communication, legal, and ethical considerations in international marketing.
Content Outline
PreviewUnit 964: International Marketing
1. Introduction to International Marketing
1.1 Definition and Scope
- Understanding international marketing
- Differences between domestic and international marketing
1.2 Importance of International Markets
- Globalization and market opportunities
- Economic, political, and social factors driving international marketing
1.3 Challenges in International Marketing
- Cultural, legal, and economic barriers
- Market entry risks and competition
2. Market Research in International Marketing
2.1 Role of Market Research
- Importance in decision-making
- Differences from domestic market research
2.2 Research Methods in Foreign Markets
- Primary and secondary data collection
- Qualitative and quantitative approaches
- Use of technology and digital tools
2.3 Data Analysis and Interpretation
- Handling multicultural data
- Understanding consumer behavior variations
- Interpreting cultural influences and biases
3. Entry Modes in International Marketing
3.1 Overview of Entry Modes
- Exporting
- Licensing and franchising
- Joint ventures and strategic alliances
- Foreign direct investment (FDI)
3.2 Advantages and Disadvantages
- Cost, control, risk, and resource implications
- Case examples for each mode
4. Global Marketing Strategies
4.1 Standardization vs Adaptation
- Arguments for standardization
- Benefits of adaptation to local markets
4.2 Segmentation, Targeting, and Positioning (STP) in International Markets
- Identifying international market segments
- Selecting target markets
- Positioning strategies across cultures
4.3 Cultural Sensitivity in Marketing Campaigns
- Importance of cultural awareness
- Examples of successful and failed campaigns
5. International Product and Pricing Strategies
5.1 Product Decisions
- Product adaptation vs standardization
- New product development for global markets
5.2 Pricing Strategies
- Cost-based, competition-based, and value-based pricing
- Impact of tariffs, taxes, and currency fluctuations
- Transfer pricing considerations
6. Distribution Channels in International Marketing
6.1 Distribution Channel Options
- Direct vs indirect distribution
- Selecting and managing distribution partners
6.2 Logistics and Supply Chain Management
- Cross-border logistics challenges
- Inventory management and warehousing
6.3 Role of E-commerce
- Expanding global reach through online channels
- Digital marketplaces and platforms
7. International Marketing Communication
7.1 Communication Challenges
- Language barriers and translation issues
- Cultural differences in advertising and promotions
7.2 Digital Marketing Tools
- Social media marketing across borders
- Search engine marketing and localization
7.3 Integrated Marketing Communications (IMC)
- Coordinating communication strategies internationally
8. Legal and Ethical Considerations in International Marketing
8.1 Legal Compliance
- International trade laws and regulations
- Intellectual property rights protection
8.2 Ethical Issues
- Ethical dilemmas in marketing practices
- Navigating cultural norms and corporate social responsibility
8.3 Case Studies
- Examples of legal and ethical challenges faced by companies
Unlock the full outline
Get the complete content outline, learning outcomes and assessment methods for International Marketing.
KSh 20 one-off, or included with a plan
Learning Outcomes
Unlock the outline above to see learning outcomes.
Assessment Methods
Unlock the outline above to see assessment methods.