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3.00 credits

(4,0,0)

15 wks

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.

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