24738 International and Cross-Cultural Marketing6cp
Requisite(s): ((24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
The marketing of goods and services across borders and cultures poses some unique challenges. This subject provides an integrated managerial and strategic approach that places issues pertaining to the differences, complexities and dynamics of marketing in international and cross-cultural contexts and addresses the need for marketers not only to understand customer needs and behaviours but also how to use these insights to develop sustainable strategies. Organised around a strategic marketing framework, this subject develops advanced knowledge and practical competencies to formulate and implement effective international and cross-cultural marketing strategies.
Detailed subject description.