Global Marketing 2010

Introduction

MSc Irakli Khvtisiashvili

Tel: + 995 99 700 777
Email:
ika_xvtisiashvili@yahoo.com
Global Marketing 2010

• Course Aims and

Objectives

• Course Structure

• Teaching Approach

• Course Assessment
 Group PowerPoint presentation
 Individual Written Report
Global Marketing 2010

To introduce participants to
the
international marketing
environment and the
principles
underlying the development
and
implementation of marketing
strategies across and within
foreign countries.
Global Marketing 2010

On completion of the course Student should be

able to:

• Understand the nature of international marketing

and appreciate
the difficulties of conducting business in foreign
markets

• Evaluate the potential of international markets and

identify
opportunities, challenges & threats in foreign
country markets

• Appraise the alternative foreign market entry modes

available to
organizations

• Demonstrate a sound understanding of the

Global Marketing 2010

The discussion of international marketing issues in

this course is structured to cover the international
marketing decision-making process at three
levels:

1.macro level at which country selection decisions

are made

2.national level at which market entry decisions are

made

3.country/market level for which marketing mix

decisions are made.
Global Marketing 2010

• Theories and concepts of international marketing

will be
learned through an intensive lectures delivered by
the
course organizer

• Application of knowledge will be exercised through

an
integrated blend of case studies analysis, videos,
class
discussion and group presentation

• Cases and videos will represent:

Two sectors; manufacturing and services

Various industries; Pharmaceutical, Banking, Fast-food, Health

Care, Soft & Hard Drink, Consumer Electronics

 Different regions and countries; India, China, Egypt, Taiwan,

Australia, South Africa, USA, UK, Australia,

Different company sizes; Large Corporations, SMEs

Global Marketing 2010

The course is assessed through a two-phase

project,
which will account for 100% of the total
mark

To examine a hypothetical scenario in international

commodity goods market and propose an
international
marketing strategy for a consortium in EM

Distribution of Marks

• 50% Group PowerPoint Report / Presentation

• 50% Individual Written Report

Global Marketing 2010

Thank you for choosing this

course