This course adopts an interdisciplinary perspective in understanding the major issues of international marketing within the context of global markets. The course analyzes marketing strategies of successful concurrent multinational companies, with a focus on environmental analysis; foreign market evaluation and selection; and market entry modes. Given the fact that emerging markets and competitive firms from those markets have been playing an increasing important role in reshaping the nature of global competition fundamentally, the course highlights various marketing issues related to the emerging markets. Last but not least, the course discusses how multinational corporations develop global sustainable marketing strategy, as companies realize that they must consider the impact of their decisions and policies on a wide of range of stakeholders beside their shareholders. This course is offered Off Shore in Hong Kong only.
Offshore Semester 1Offshore Semester 2
Please view the full class and additional timetable information for Department of Marketing
|You must enrol in this Class|
|Class (41738)||Open||17 June 2019 - 12 July 2019||This is a non-timetabled class. Please refer to the course profile for further information.|