Introduction to world marketing

This subject introduces learners to the fundamental concepts, strategies, and practices involved in marketing across international borders. Topics typically include market research on a global scale, entry strategies (such as exporting, franchising, and joint ventures), product and pricing adaptation, international promotion, global branding, and logistics. It also explores the impact of globalization, digital platforms, and emerging markets on international marketing strategies. Understanding world marketing is crucial in today’s interconnected economy. It enables businesses to identify global opportunities, meet the needs of diverse customer bases, and compete effectively on a larger scale. This course lays the foundation for students or professionals to navigate the complexities of international trade, cultural sensitivity, and cross-border business development.