International Marketing

Abstract

In challenging economic times, international marketers are pivotal in guiding societies to make informed decisions, with their role becoming increasingly vital for economic growth. Nations focus on domestic issues but cannot ignore the global impact of their actions, as protectionism and policy changes can have worldwide repercussions. The principles of marketing are evolving, and international marketers are at the forefront, advocating for interdependent economies and the benefits of competition and consumer choice. Despite its importance, international marketing faces scrutiny for its historical focus on sales over societal impact, leading to the development of “curative marketing” to address past wrongs. As data becomes more prevalent, the discipline must balance quantification with the social science aspect of marketing, emphasizing human interaction and cultural understanding. The growing interest in international marketing, reflected in academic enrolment and governmental attention, underscores its significance as an economic catalyst. This module equips the students with the knowledge to excel in the international market by explaining global market dynamics, and how to apply this understanding to business. It is addressing the needs of firms at different stages of global involvement, the role of government relation, and marketing mix to enhance strategic and operational grasp of international marketing for successful global engagement.