Modular value: 20 credits
Assessment: Coursework 50%, Exam 50%
This module builds on students’ understanding of basic marketing theory, principles and practice and of the challenges facing the marketer operating in an international environment. The module explores the interface between international marketing and business strategy, enabling students to critically evaluate and gain practical experience of the way in which marketing contributes to the development, implementation and monitoring of organizational strategy and of the impact of changes in the international environment on marketing decisions and performance.
On completion of this module you will typically be able to
Demonstrate your knowledge and understanding of
- developments in the international business environment and trends in the strategies of companies in the context of internationalization and globalization
- the nature and process of international marketing strategy formulation
- the boundaries of international marketing strategy that impact decisions and influence
- the market scope and competitive advantage of a firm
- the theory, principles and practical challenges of international market selection and entry decisions
- the issues facing marketers in the allocation and customization of marketing resources when operating in different geographic markets.