COURSE
GUIDE
MKT 825
INTERNATIONAL MARKETING
Course Team: M. A. GANA (Course Developer/Course Writer)
DR. O. J. ONWE (Programme Leader)
DR O. J. ONWE (Course Editor)
M. A GANA (Course Coordinator)
UNIEDITED VERSION
NATIONAL OPEN UNIVERSITY OF NIGERIA
,MKT 825 COURSE GUIDE
National Open University of Nigeria
Headquarters
University Village
Plot 91, Cadastral Zone,
Nnamdi Azikiwe Express way
Jabi, Abuja
Lagos Office
14/16 Ahmadu Bello Way
Victoria Island, Lagos
e-mail:
website: www.nouedu.net
Published by
National Open University of Nigeria
Printed 2013
ISBN: 978-058-736-5
All Rights Reserved
ii
,MKT 825 COURSE GUIDE
CONTENTS PAGE
Introduction………………………………………………. iv
Study Units……………………………………………….. iv
Course Aims……………………………………………… v
Course Objectives………………………………………... v
Assessment………………………………………………... vi
iii
, MKT 825 COURSE GUIDE
INTRODUCTION
The course material has been structured around three distinct parts of
international marketing strategy techniques. This includes:
SYUDY UNIT
Module 1 An Overview
This part examined the fundamental factors that must be considered
before going into international marketing. This is very imperative in
order to avoid losing huge resources invested in international marketing
by marketing executives. This module composes of:
Unit 1 An overview
Unit 2 Basis of international trade
Unit 3 World market environment
Unit 4 International marketing: Mode of entry and
Unit 5 Branding and Packaging
Module 2 Market Share Strategies
This part which comprises of five units examined strategies necessary to
maintain market shares of the market or to retain the loyal customers.
This is important because of the dynamism of the international
marketing, changes in technological environment, changes in
consumers’ demands and income, and competitors’ reactions. This
module thus comprises of:
Unit 1 Product strategies
Unit 2 Distribution strategies
Unit 3 Pricing strategies
Unit 4 International services and
Unit 5 Marketing communication in world market
Module 3 Economic Strategies
This part also comprises of five units. It discusses the agencies that
facilitate international marketing activities. This aim to educate
international marketing executives on where to seek for information, and
from whom on their business activities. This module therefore composes
of:
Unit 1 International organizations and international marketing
Unit 2 Financial influence on world market
Unit 3 Nigerians organizations and international marketing
iv
GUIDE
MKT 825
INTERNATIONAL MARKETING
Course Team: M. A. GANA (Course Developer/Course Writer)
DR. O. J. ONWE (Programme Leader)
DR O. J. ONWE (Course Editor)
M. A GANA (Course Coordinator)
UNIEDITED VERSION
NATIONAL OPEN UNIVERSITY OF NIGERIA
,MKT 825 COURSE GUIDE
National Open University of Nigeria
Headquarters
University Village
Plot 91, Cadastral Zone,
Nnamdi Azikiwe Express way
Jabi, Abuja
Lagos Office
14/16 Ahmadu Bello Way
Victoria Island, Lagos
e-mail:
website: www.nouedu.net
Published by
National Open University of Nigeria
Printed 2013
ISBN: 978-058-736-5
All Rights Reserved
ii
,MKT 825 COURSE GUIDE
CONTENTS PAGE
Introduction………………………………………………. iv
Study Units……………………………………………….. iv
Course Aims……………………………………………… v
Course Objectives………………………………………... v
Assessment………………………………………………... vi
iii
, MKT 825 COURSE GUIDE
INTRODUCTION
The course material has been structured around three distinct parts of
international marketing strategy techniques. This includes:
SYUDY UNIT
Module 1 An Overview
This part examined the fundamental factors that must be considered
before going into international marketing. This is very imperative in
order to avoid losing huge resources invested in international marketing
by marketing executives. This module composes of:
Unit 1 An overview
Unit 2 Basis of international trade
Unit 3 World market environment
Unit 4 International marketing: Mode of entry and
Unit 5 Branding and Packaging
Module 2 Market Share Strategies
This part which comprises of five units examined strategies necessary to
maintain market shares of the market or to retain the loyal customers.
This is important because of the dynamism of the international
marketing, changes in technological environment, changes in
consumers’ demands and income, and competitors’ reactions. This
module thus comprises of:
Unit 1 Product strategies
Unit 2 Distribution strategies
Unit 3 Pricing strategies
Unit 4 International services and
Unit 5 Marketing communication in world market
Module 3 Economic Strategies
This part also comprises of five units. It discusses the agencies that
facilitate international marketing activities. This aim to educate
international marketing executives on where to seek for information, and
from whom on their business activities. This module therefore composes
of:
Unit 1 International organizations and international marketing
Unit 2 Financial influence on world market
Unit 3 Nigerians organizations and international marketing
iv
