This subject aims to provide students with insights into international business by exploring contemporary ‘real-world’ examples of both small-to -medium size enterprises and multinational companies plus their international marketing efforts. By first examining the various general external environments and organisational and political structures students will then explore the concepts of country risk, marketing research, market selection, entry strategies, export and import management and the current trends in international marketing. Students will also learn how to understand international customers through segmentation and positioning.