This course contains the presentations delivered by the various lecturers during the classroom-based Go Global 2019 programme. Only students who have enrolled on the course can access all of these documents.
In economics, internationalisation is the process of increasing involvement of enterprises in international markets. There are several theories which try to explain how and why internationalisation processes are carried out.
The course introduces the range of strategies that successful businesses employ to maximise the effectiveness of their presence in international conferences and exhibitions. The course moves on to relate to the implications of these strategies in different contexts and approaches to be adopted in selecting the more effective presence strategies in international events.
Participants completing this course will relate to the diversity of presence approaches that may be adopted in distinct types of international conferences, conventions and exhibitions. Participants will also be able to select among the above approaches by adopting selection schemes helping them construct and implement a focused presence strategy in a diversity of international contexts.
The module introduces participants to the principles and approaches involved in the conduct of marketing research and the building of market intelligence in international marketing. Market intelligence and market research are a core aspect of effective marketing strategies, and participants will explore how market intelligence and market research enable the market oriented firm. Participants will also learn about the different methods of collecting primary and secondary data, as well as the diversity of sources of secondary data that helps a firm build its market intelligence on different countries/markets. The module also helps participants explore the implications of culture on marketing research as well as challenges and risks of conducting research across different countries simultaneously.