• Semester 1 (External)

Synopsis

This  unit  consists  of four (4) main sections:   (a)  Rationale  for
strategic   planning   in   international  marketing;   (b)   Business
environment   in   the  Asia  Pacific  region;  (c)   Formulation   of
International  marketing  strategy;  and  (d)  Implementation  of  the
strategy.

This  unit relates a company's internal resources to the domestic  and
international environment in order to develop international  marketing
strategies  that  explore the most attractive market opportunities  in
the  Asia  Pacific  region.  Much emphasis is put  on  the  successful
formulation and implementation of the strategies.