Organisations are increasingly pursuing international markets because of the opportunities they offer for growth and profits. Indeed, many firms can compete more effectively in foreign markets where they face less competition or be able to appeal to specific market segments with handsome market growth rate. Yet, in order not to fall into the “self-reference criterion” trap or avoid the “NIH” sydrome (Not Invented Here) , marketers have to analyse the unfamiliar marketing environment and customers with different sets of values, customs, consumption patterns, media habit as well as varying buying motives. At one extreme, global companies advocates a standardized marketing mix worldwide, whereas others use an adapted marketing mix to practise the “Think Global, Act Local” philosophy, or the “Think Local, Act Local” motto.
- To keep international marketing practitioners abreast of all the pitfalls in international marketing.
- To equip international marketers with the right conceptual framework to handle the diversity in the international environment.
- To enable international marketers to formulate the optimal marketing mix strategies for their selected markets.
- Marketing people
- Brand management people
- Sales executives
- Exporters and entreprenuers
- Advertising & PR practitioners
A mix of lecture, case study, exercise and group discussion
- The environment of International Trade
- Cultures : buyer and organisational behaviour
- Researching and analysing overseas markets
- “Go” or “No Go” decision : Planning for int’l marketing
- International Product Management
- International Pricing Decisions
- International Distribution Decisions
- International Communications Decisions
Duration : Two days programme
Medium of Instruction : Cantonese supplemented with English