This course explores key issues of cultural diversity and the process of formulating cross-border marketing strategy. Students are introduced to key concepts, academic theories and models of cultural diversity and managing cross-border marketing, including theories of consumer behaviour and marketing communications. Students analyse the process of cross-border marketing, and critically evaluate strategies and processes adopted by leading global players. Students also explore managing marketing alliances across borders.

Course Outlines

Effective Term
PDF Acrobat Adobe Reader Fall 2012 onwards