The module introduces students to the complexities and the challenges involved in international trade. The importance of understanding complex international marketing environments is evidenced through several case studies and examples of business practices. Students will gain knowledge and acquire the necessary skills in order to design and implement appropriate international marketing programmes. The module covers all key steps of the strategic planning in an international contexts, including international marketing audits, international market selection, entry modes and the design, execution and control of international marketing programmes.
The objective of this module is to provide students with an opportunity to learn and examine international and cross-cultural marketing processes with a goal of understanding marketing opportunities, evaluating marketing efforts, creating value, investing for value in customers and the company, and thus enhancing competitive advantage in international markets.
By the end of the module, students should be able to:
A. demonstrate a systematic understanding of key international marketing issues and concepts;
B. evaluate strategic options in the design and implementation of international marketing programmes;
C. critically assess the marketing strategies adopted by a range of multinational and small enterprises;
D. appreciate and critically analyse recent empirical research and journal and media literature;
E. demonstrate the ability to draw together and assess complex arguments and offer possible solutions.
Keegan, W.J. and Green M.C. (2019), Global Marketing- Global Edition, 10th Edition, Pearson, ISBN 9780135638965
