International Business Strategy

Overview

This innovative course considers the challenges associated with entering and developing a business within an international market place. A variety of strategic business and marketing responses relevant to international trade are reviewed and evaluated and the essential considerations are highlighted. One week of the course is spent at Suffolk University in Boston, Massachusetts – which has a leading US Business School. As well as receiving additional tuition, students will be assigned to a local business to undertake a consultancy project relating to the development of international trade strategies.

This programme includes a residential study trip to Boston therefore the fee is £2,450.

Content and Modules

This course covers the following subject areas:

• Current events and developments in the international business world – macroenvironment
• International trade theory, including competitive advantage and key drivers of economies
• Foreign exchange and currency, transfer pricing, aspects of risk
• Impact of cultural diversity on international business and marketing Internationalisation challenges and decisions
• Market entry strategies and foreign direct investment International research – how to undertake research, information sources
• Planning for international business
• International market selection and targeting, evaluation and development
• Defining markets, and international segmentation and positioning International marketing planning and marketing strategies
• Branding
• Boston residential

Further Information