Aims
This module explores the modern day context within which international marketing strategies operate and relates these to a firm's decision about whether to enter the international market.

Objectives

• To provide important ideas as to the evolutionary nature of trade and the inevitability of some organisations entering into international marketing operations.

• To give individuals an insight into market factors which influence and encourage organisations to trade outside domestic markets.

• To introduce principles and concepts underpinning international marketing strategies and to provide appropriate background on engaging in business on a global scale.