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.