• The marketing concept
• The classification of goods and services
• An introduction to market segmentation
• The effects of demographic changes, changes in the distribution of income and wealth, social attitudes, expectations and lifestyles on the demand for goods and services
• Technological change as it affects demand and buyer behaviour
• The political, economic, sociological, technological, cultural and legal influences
• Global markets and global products and services

Introduction to international marketing

• Differences between domestic and international marketing
• The internationalisation process
• Key decision areas in international marketing

International market segmentation

• Rationale for segmentation
• The segmentation process
• Segmentation for global markets and for global products

The marketing mix - the 7 Ps

• Product strategies: product mix, new product development and the product life cycle
• Pricing, distribution and promotion strategies
• The role of people, processes and physical evidence

The marketing of services

• The characteristics of services
• International variations

Conducting marketing research

• Differences between developed and less developed markets
• Using company's own staff or outsourcing the research
• Evaluation, presentation to management and cost/benefit analysis

Sources of international market research information

• Distinction between primary and secondary information – desk and field research
• Material within the company, e.g. sales analysis
• Statistical and other external sources
• Information collected by the company’s export staff eg. on overseas visits or from overseas agents and distributors
• Information available on-line

Methods used to collect information

• Sampling techniques, theory and practice
• Questionnaires, interviewing, observation, test marketing

Numerical and data analysis methods

• The design and management of the survey process
• Graphical and tabular presentation, summary measures
• Forecasting models, regression analysis and correlation