Course Code: 7048

Instructor: Dr. Izzudin Busnaina


This course explores the development of international marketing programs from the determination of objectives and methods of organization through the execution of market research, advertising, distribution, and production activities. It provides students with marketing knowledge on how to implement marketing strategies in different foreign markets. Students examine the international similarities and differences in marketing functions as related to the cultural, economic, political, social, and physical dimensions of the environment. Students also consider the changes in marketing systems and the adoption of marketing philosophies and practices to fill conditions in different countries.

In this course, students also discusses the possible alternatives for the companies who face completely different cultural context in their foreign target markets and how they implement the standardization/adaptation strategy. Arab, Islam and Middle East context are considered in the course.

The course will be conducted through lectures, discussion, and case analysis.