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Academic Department

Marketing
Instructor: Paul Gaffney, John Sadowsky, Alison Pearce

The International Marketing module will apply many of the concepts studied in the Marketing Management module, with emphasis on the international global context and environment of marketing. Increasing recognition by many international businesses of the world as a potential market has led to the widespread study of international marketing and global marketing strategies, with particular emphasis on –

Creating sustainable competitive advantage in a global context

Implementing strategies to take into account both the convergence and divergence of consumer preferences

Creating global products and brands that have near universal application and appeal, wherever possible

The importance of ethical and social issues in the global marketplace

The aims of this module are to enable students to

Understand the major challenges of international marketing environments

Understand the adaptation which may be required to the international marketing mix for the global context

Apply the marketing concepts to the international environment and

Learn how to implement international marketing operations for maximum effectiveness.

Identify and appreciate the importance of ethical and social issues in the global marketplace and how these impact on international marketing.

Course Name: Marketing
Instructor: Paul Gafney

Marketing is a key component of the MBA curriculum and this module will provide the basic marketing knowledge and skills required of an MBA graduate. The marketing component is designed to introduce students to the fundamental principles and concepts of marketing and to help them develop the ability to add value to the organisation by applying marketing principles in a variety of organisational and business environmental settings.

On satisfactory completion of this course, students will be able to

1. Articulate the marketing concept and use these principles to evaluate the role and approach of marketing across a range of cultures, contexts and sectors.

2. Recall, select and use a range of appropriate informing frameworks and analytical tools to critically evaluate the planning and execution of a marketing strategy.

3. Explore the impact of marketing on society and the importance of developing appropriate cultural, ethical and environmental approaches.