ELEC 3615 International Marketing Index: International Marketing is a graduate course that introduces the student to the complexities of international or global marketing. It is assumed that students have gained a fundamental understanding of the basic concepts and principles of marketing from a combination of previous marketing courses, workshops and from their own personal professional past experiences. It is further assumed that students are also conversant with the use of the Internet and the World Wide Web for research purposes, as the Internet should be accessed and navigated both during and following the formal module sessions in order to fully reap the benefits of this course.
The book PDF Download:
- BOU ELEC 3615 International Marketing – Index
- BOU ELEC 3615 International Marketing – Module-1
- BOU ELEC 3615 International Marketing – Module-2
- BOU ELEC 3615 International Marketing – Module-3
- BOU ELEC 3615 International Marketing – Module-4
- BOU ELEC 3615 International Marketing – Module-5
BOU ELEC 3615 International Marketing Index
International Marketing is based upon the widely acclaimed Keegan and Green text, 4th Edition, which is one of the most comprehensive in the field. The revised book of Keegan has more and recent cases to illustrate the modules. The book has now integrated new areas of discussion which are relevant to the changing dynamics of international business. Issues like the implications of the expanded European Union, the growing role and importance of China and India as the new centres of power, or the increasing importance of the global music industry have all been integrated into this revised edition.
There are a mix of old and new cases. Some of the old cases have been revised, while there are some additions like “Ecuador adopts the Dollar”, Fair Trade Coffee: Ethics, religion and sustainable production to name but a few. The case studies are also a combination of short and long cases, giving the programme participants a suitable mix to read as per course requirements.
Table of Contents:
MODULE 1: Introduction to International Marketing
This module covers the following:
- The process of internationalisation and internationalisation theories.
- Importance of global marketing.
- What is different about international marketing?
- Challenges and opportunities of international marketing.
- Framework of international marketing.
- The dynamics of international competition.
Text: Keegan, Chapter 1
Case: McDonald’s Expands Globally While Adjusting Its Local Recipe (pp. 31-35)