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Global Marketing

In: Business and Management

Submitted By 13onito
Words 793
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International Marketing

Course Title

Course Provider

Dr Didier
Soopramanien

Teaching
Language

English

Level of Students

Undergraduates-

Course Duration

16weeks x 2.5 hours

Credits

3

Category

Objective &
Overview of the
Course

This course explores the challenges that organizations face internally (within their own organizations) and externally
(outside of their control) as they consider the market space outside of their home or more familiar market. A core concept of this course concerns helping organizations deal with the unfamiliarity of new markets. For many organizations, production takes place in one location but design and management/business decisions (such as how much to produce where to sell first or whether to add new features to an existing product) are taken in another location. Apple’s business model illustrates this. Apple is an American company but its products are currently not produced in the USA but are sold in many
International markets. For some other companies they have no choice but to “produce and deliver” in the home market. This is the case of hotels such as Hilton hotels. They have to deliver what consumers expect from that brand but, of course, there are some local factors that can influence (positively or negatively) the delivery of the expected service. More interestingly, for us studying this topic in China, we have to consider how Chinese companies are entering international markets and perhaps the more interesting question is which markets they are choosing and why. Another related interesting question is to ask whether
Chinese companies’ entrance and operations in international markets differ from those of other companies from other countries. Learning
Outcomes

Students will be able to:


Appreciate the unavoidable complicated nature of
operating,

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