International Marketing

Running head: INTERNATIONAL MARKETING
International Marketing
Name of the Student:
Name of the University:
Author note:

1INTERNATIONAL MARKETING
Executive Summary
This report has been elaborated on providing a brief discussion about the international
marketing strategy that would be used by the Australian higher education institution for
attracting about 1000 international students in recent years. The chosen international market
for this purpose is that of China. The paper has highlighted the strategies that would be used
by this institution in attracting this population. It has also discussed about the key concepts of
international marketing as well as their importance to the businesses and the world economy
along with various environmental factors that influence the international marketing.

2INTERNATIONAL MARKETING
Table of Contents
1. Introduction............................................................................................................................3
2. Discussion..............................................................................................................................3
2.1. Identification of the International market.......................................................................3
2.2. Why China is an attractive market..................................................................................4
2.3. Choices of market entry mode........................................................................................5
2.4. Chosen entry mode..........................................................................................................6
2.5. Framework of recruitment networks and channels.........................................................7
2.6. Promotional mix strategies for the channel members and international market.............7
3. Conclusion..............................................................................................................................8
References:...............................................................................................................................10

3INTERNATIONAL MARKETING
1. Introduction
Australia has been making bounds and leaps in its capability for attracting the
international students from a long time. However, at the same time, it is also facing a very
stiff competition from an increasing list of nations that are interested in boosting the
international enrolments (Bason, 2018). All these increased competition have resulted in
increased mobility of the global students as well as internationalisation. This paper shall
elaborate discussing about the key concepts of international marketing as well as their
importance to the businesses and the world economy. It shall further shed light on the various
environmental factors that influence the international marketing context. With the same, this
paper would also evaluate the international marketing opportunities within the conceptual
frameworks that are provided by the current literature. Firstly, the paper would identify the
international market and would explain why it would be an attractive one. Secondly, a PEST
analysis of the international market would be assessed. Thirdly, the paper shall continue to
elaborate on describing the different choices of market entry mode and would justify the one
that would be chosen from them for better entering into the chosen international market.
Lastly, it shall present a framework of recruitment networks and channels and discuss about
the promotional mix strategies for the channel members and the international market.
2. Discussion
2.1. Identification of the International market
There are several students who travel overseas for their education in recent years. The
total number of these students have risen than ever before in the past 15 years. In Australia,
about 153,000 students from international borders were enrolled in the year 2000 and it grew
to 631,000 in the year 2009 (Hertzke & Shah, 2016). However, notwithstanding this fact, the
Australian higher education institution is seeking for attracting international undergraduate