Unit 40 International Marketing
Unit
40 International Marketing
Unit40 International Marketing
Aim
The aim of this unit is to introduce students to a variety of
methods organizations
use to coordinate their international marketing efforts.
Students will critically evaluate the various challenges that organizations face
when doing so. This unit will give students the knowledge and ability to work
with marketing teams internationally and to study marketing at a higher level. In
today’s globalized economy it is essential that marketing efforts are able to transcend
international borders. To do this, marketers must gain an appreciation of the
various cultural, regulatory and political issues that exist in transferring marketing
strategies into different countries and the impact it can have on both consumers
and the organisation.
Learning
outcomes
On
successful completion of this unit a learner will:
1 Demonstrate an understanding of how marketing contributes to
business strategies in an international context.
2 Evaluate entries to a selection of international markets and
define the key success factors.
3 Investigate how elements of the marketing plan can be adapted
or standardized across international markets.
4 Demonstrate an understanding of how to organize and evaluate
international marketing efforts (multinational, global, transnational,
meta-national, etc.).
Unit 40 International Marketing
Unit content
LO1 Demonstrate
an understanding of how marketing contributes to
business strategies in an international context
International context:
Scope and definition of international marketing. Rationale for
why organizations are seeking to internationalize. Key global macro and
customer trends. Contribution to
meeting strategic objectives:
Marketing’s role in contributing to the business strategy in an
international context. Factors that influence internationalization. Setting an
international marketing strategy to meet objectives.
Unit 40 International Marketing
LO2 Evaluate
entry to a selection of international markets and define the
key success factors
Critical evaluation of international
markets:
The importance of choosing the right international market. The
international market selection process. Opportunities and challenges when
entering international markets, including ethical and legal considerations. Risk
management and contingency planning in relation to volatile international
markets. Generic international market entry strategies. Determining key success
factors of international marketing.
HND
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Unit 40 International Marketing
LO3 Investigate
how elements of the marketing plan can be adapted or
standardised across international markets
The marketing plan in an
international context:
Product adaption: global vs local. Pricing in international
markets. The use of new technologies that support international distribution
and promotional strategies considering hardware (computerised systems, telecommunications,
networks) and software (mobile computing, cloud computing, social media). People
and servicing in an international context. Tapping into untapped markets.
Unit 40 International Marketing
LO4 Demonstrate
an understanding of how to organize and evaluate
International marketing efforts (multinational, global,
transnational,
Meta-national, etc.)
International marketing efforts:
Organization structures in an international context. Home or
international orientation and reporting lines. Negotiation and new business
assessment in international markets.
Assessing international market competition. Assessing
international market performance.
HND
Assignment Help
+447464884564
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