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MART326 International and Export Marketing

The analysis and application of marketing principles in an international context.

Paper title International and Export Marketing
Paper code MART326
Subject Marketing
EFTS 0.15
Points 18 points
Teaching period Semester 2 (On campus)
Domestic Tuition Fees (NZD) $912.00
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
Schedule C
Students majoring in International Business who do not meet the prerequisites for MART326 should contact the department to discuss their eligibility.
Teaching staff
Dr Andrea Insch
Teaching Arrangements
Every week students must attend one 110-minute lecture and participate in one 50-minute tutorial when scheduled.
Fletcher, R. and Crawford, H. (2014) "International Marketing: An Asia-Pacific Perspective", 6th Edition, Pearson.
Course outline
View the course outline for MART 326
Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes

Students who successfully complete this paper should be able to:

  • Identify and analyse the influence and impacts of the international marketing environment on strategic and tactical decision making
  • Understand the methods for determining which overseas markets to target
  • Critically evaluate the different approaches to internationalisation and modes of market entry
  • Understand the benefits and limitations of standardisation versus adaptation in international marketing strategy
  • Identify and evaluate opportunities for international market development
  • Research and design a market entry strategy for a selected international market opportunity
  • Prepare an international market entry plan

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Semester 2

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Tuesday 10:00-11:50 28-34, 36-41


Stream Days Times Weeks
Attend one stream from
T1 Wednesday 14:00-14:50 30, 32, 34, 36-37
T2 Wednesday 13:00-13:50 30, 32, 34, 36-37
T3 Thursday 13:00-13:50 30, 32, 34, 36-37