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The aim of this unit is to provide students with basic knowledge and in-depth understanding of core marketing theories and concepts relating to cross-border marketing. How the core marketing concepts can be applied in an international environment, especially in some of the key strategic decision making situations such as selecting a market and an entry method, are also covered with an aim of developing relevant skills.
This unit also aims to provide students with the theoretical foundations and practical skills needed to be successful in international markets/marketing.