International Marketing

Philip Cateora and John Graham

This elective addresses global issues and describes concepts relevant to all international marketers. It emphasises the strategic implications of competition in different national markets; it provides an approach and framework for identifying and analysing the key cultural and environmental characteristics of any nation or global region; and it highlights the importance of viewing international marketing management from a global perspective.

Topics covered

The scope and challenge of international marketing.
The dynamic environment of international trade.
Geography and history: foundations of cultural understanding.
Cultural dynamics in assessing global markets.
Business customs in global marketing.
The political environment: a critical concern.
The international legal environment: playing by the rules.
Developing a global vision through marketing research.
Emerging markets.
Multinational market regions and market groups.
Global marketing management: planning and organisation.
Creating products for consumers in global markets.
Marketing industrial products and services.
International distribution systems.
Exporting and logistics: special issues for the small business.
Personal selling and sales management.
Pricing for international markets.
Negotiating with international customers, partners, regulators.

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Safwat Kabany
Syria

For Safwat Kabany, from Syria, doing his MBA with Edinburgh Business School was the most logical choice. "I'm in the petrochemical industry and Heriot-Watt University is one of the world-leading academic institutions in this field of industry. I therefore knew a lot about the high standards at Heriot-Watt and these are certainly evident in EBS's MBA programme."

Safwat decided to do the programme as a full-time on-campus student, which was not without its challenges, particularly for a foreign student. "I had to cope with both language and cultural differences, which at first were quite daunting. EBS, however, is very skilled at dealing with people from different backgrounds and cultures and it wasn't long before I felt very comfortable in this environment. The faculty are extremely helpful and take a keen interest in every individual. The facilities at Heriot-Watt for resident on-campus students are excellent and not having to worry about where I would live or how I would feed myself ensured that I could devote all my attention to my studies."...more