本单元旨在通过使用产品、价格、分销和促销等营销组合要素的框架让学生了解国际营销概念，并强调它们在快速变化的全球经济中的重要性。主题包括 "范围和环境因素（PEST）"，包括 "文化"；"全球化与国际化和跨国公司"；"国际和全球产品、服务和品牌"，"市场规模评估"；"外国市场选择"；"外国市场进入模式"；"国际市场的定价"；"国际分销渠道"；以及 "国际促销（全球与多国方法）和战略"。理解这些概念有助于学生发展在不同国际国家背景下设计和实施营销战略的技能。
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