This course examines the internationalization of marketing science. The course is structured around basic decisions in international marketing and, in particular:

• Decision to internationalize: willingness and ability of the company to expand outside domestic borders
• International market selection: criteria for determining the most attractive markets for international expansion, selection methods and underlying expansion strategy (concentration or diversification)
• Mode of entry: selection of the most attractive and appropriate entry strategy, eg direct or indirect exports, franchise, authorization, investment etc
• Adaptation or standardization of marketing mix: emphasis on decisions relating to the product and its promotion

On successful completion of this core course of the Business Administration curriculum students will be able to:

• fully grasp the meaning, diversity and scope of International Marketing in relation to the introductory course in Marketing;
• identify the different theories of consumer culture and how these affect decision making;
• understand the strategic need for companies to establish a presence in international markets;
• have knowledge of the methods and criteria for selecting international markets and mode of entry; and
• recognize the difference between standardization and adaptation of the marketing mix in international markets.