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BHO3373 International Marketing

tag 0 Download 15 Pages / 3,735 Words tag 29-06-2021
  • Course Code: BHO3373
  • University: Victoria University
    icon is not sponsored or endorsed by this college or university

  • Country: Australia


The aim of this subject is to introduce students to the theory and practice of marketing across international borders. Marketing in an international environment is increasingly important for many businesses. While the core principles of marketing apply, this subject will provide students with knowledge, understanding and techniques related to undertaking marketing in an international environment and marketing to global markets.

Topics include: introduction to the international marketing environment, the global cultural environment, international consumer predispositions, international marketing strategy and international marketing mix.

Learning outcomes

On successful completion of this unit of study, students should be able to:

  1. Advocate the importance of cultural adaptation in marketing programmes and corroborate a cultural and cross-cultural understanding
  2. Critically review different predispositions consumers have towards foreign products, domestic products and products produced in particular countries
  3. Cross-examine and elucidate appropriate strategies for marketing products in international markets including the most appropriate communication strategy
  4. Predict the key factors involved when marketing products and services in a global market

Students are advised to prepare a time management plan and ensure revision is done on a continuous basis. Finally, if there are any issues, students must seek help from the seminar leader or unit coordinator as soon as possible.

Graduate capabilities

In addition to discipline knowledge, skills and their application, the study of this unit is intended to contribute to students developing the capabilities needed to be:

GC1: Adaptable and capable 21st century citizens who can communicate effectively, work collaboratively, think critically and solve complex problems

GC2: Confident, creative lifelong learners who can use their understanding of themselves and others to achieve their goals in work and learning

GC3: Responsible and ethical citizens who use their inter-cultural understanding to contribute to their local and global communities.

Describe the difference between ethnocentric, polycentric, regiocentric, and geocentric management orientations.

Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global marketing

Define leverage and explain the different types of leverage utilized by companies with global operations.

A manufacturer of satellite dishes is assessing the world market potential for his products. He asks you if he should consider developing countries as potential markets.

What are some of the elements that make up culture? How do these find expression in your native culture?

Briefly explain the social research of Everett Rogers regarding diffusion of innovations, characteristics of innovations, and adopter categories. How does the adoption process in Asia differ from the traditional Western model?

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Total 15 pages

Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help (2021) International Marketing [Online]. Available from:
[Accessed 02 December 2022].

My Assignment Help. 'International Marketing' (My Assignment Help, 2021) <> accessed 02 December 2022.

My Assignment Help. International Marketing [Internet]. My Assignment Help. 2021 [cited 02 December 2022]. Available from:

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