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International Marketing International Business Program 2021/2022 Year - Dublin

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International Marketing

International Marketing Course Overview


CEA Partner Institution: CEA Dublin Center
Location: Dublin, Ireland
Primary Subject Area: Marketing
Other Subject Area: Business
Instruction in: English
Course Code: MKT320
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: Introduction to Marketing


The task of International Marketing is complex enough when the company operates in a single foreign national market. It is much more complex when the company starts to operate in several countries. Vast environmental variables, include trade frameworks and polices, economic, political and legal challenges exist. Culture is also a huge influencer on International Marketing practice.

Globalization is the growing interdependence of national economies involving primarily customers, producers, suppliers, and governments in different markets. Therefore, global marketing reflects the trend of firms selling and distributing products and services in many countries around the world and it is associated with governments reducing trade and investment barriers, firms manufacturing in multiple countries and foreign firms increasingly competing in domestic markets. Marketing programs must in these situations, adapt to the needs and preferences of customers that have different levels of purchasing power as well as different climates, languages and cultures.

When creating an International Marketing strategy, finding customers involves market research, strategic planning, market entry and expansion, and implementing the global marketing mix. Recently, effective management and communication is also paramount, due to increased competitiveness and globalisation, so it is also necessary to apply best practice in Digital Marketing, Media, and Leadership.

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