As global business continues to grow, understanding marketing in all cultures is essential. Understanding diversity is critical due to cultural, economic, technological, political and legal differences, which affect consumer choices and consequently the marketing process. International marketing recognises that consumers across the globe have diverse needs, preferences, and expectations. International marketing considers the opportunities to market new and existing products and services that meet consumer preferences and expectations at a global level.The focus of this unit is on developing your knowledge of factors that affect consumer decision-making at a global level.

In this unit, you will develop knowledge about the various marketing concepts, such as the environment of international markets, international market selection and entry, product, price, place, and promotion strategies for international markets. The unit will allow you to identify various strategies that international marketers apply to gain a competitive advantage in the complex global market. The unit will enable you to develop knowledge and skills for adapting and implementing marketing strategies for international markets.