INTERNATIONAL MARKETING STRATEGY

University of Cape Town Graduate School of Business
Cape Town, South Africa

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' The rules of competition are changing in sectors as diverse as industrial goods telecommunications, fast-moving consumer goods, financial services and consumer durables. Competition that was traditionally conducted in isolation within countries is now conducted across borders and continents. Market boundaries are blurring or disappearing in an information-rich environment that rewards firms with the insight to respond proactively to the changing rules of the game.

Although the new environment continues to emerge, it already is clear that new strategies are determining the winners and the losers. Firms that monitor and respond proactively to the growing internationalization of business cope better with the new challenges of a global competition and outperform firms who have failed to respond adequately to change.

Firms cannot ignore this trend to globalisation. Even if they decide not to be involved in a global or pan-regional (not only in Africa but also the EU, NAFTA, Mercosur, ASEAN, etc.) marketplace, companies still face increased competition in their home markets because of nimble foreign competitors reaping the benefits of global strategies.

This course is designed to help you examine specific issues involved in conducting marketing operations across borders, as opposed to a "domestic" scale (i.e., local scale). The lessons we will learn will be as applicable to small and medium size enterprises as to South Africa¡¦s largest firms. You should leave with a thorough understanding of international marketing strategies, including the fundamental trends underlying convergence of world markets, the pitfalls and challenges of entering another country, how to design an international marketing strategy, and how organization structure, management processes, culture and people help to implement an international marketing strategy. This course help you achieve your career goals if you are working in ¡V or with ¡V companies that are active in the international marketplace, or if you are working in - or with ¡V domestic firms that face competitors who compete internationally.

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Phone:+27 (0)21 406 1490

School Address:

Executive and Management Education
UCT Graduate School of Business
Breakwater Campus, Private Bag, Rondebosch 7701, South Africa.
Tel: +27 (0)21 406 1490 Fax: +27 (0)21 421 5608
eme@gsb.uct.ac.za


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