Introduction to International Marketing


In this Learning Unit we are going to learn about the key concepts in international marketing.

We will analyse the purpose of international marketing, explore the concepts of price and value to the customer, examine the marketing mix in the context of export marketing and discuss the key elements of an export marketing plan.

Learning Unit Summary

After having studied the basic concepts of exporting we are going to introduce you to the fascinating topic of international marketing. We will study the 4P’s concept and the marketing plan.

The correct definition of the marketing mix or 4P’s (Product, Price, Promotion and Place) will be fundamental to successfully enter the target markets we identify. In any case the design of an international marketing plan will also be one of the pillars of our export activity.

Course Contents

  • Introduction
  • Marketing Concepts
  • Marketing Mix
  • Marketing Plan


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