The majority of businesses today recognize that trade is international in nature. More than ever now, it is necessary for marketing and business students to have an understanding of the principal issues in international marketing. This module adds another dimension to the principles and strategies of marketing management, involving consideration of expanding business abroad and meeting foreign competition. It enables students to acquire expertise in developing marketing strategies in other countries, and promote understanding of the factors determining standardisation and its appropriate implementation in international markets. It builds on the various concepts of marketing learnt during the course of the programme and provides an international perspective to marketing.