Description
The aim of the Global Marketing Strategy module is to provide students with a framework for understanding and analysing the key issues involved in developing marketing strategy and conducting marketing operations on an international scale. At the heart of the course is the tension between standardisation and adaptation and implications for the marketing mix.
On successful completion of the module, students will be able to
* Understand, research, and categorise drivers, status and issues associated with globalisation.
* Assess international business opportunities based on macro and micro country factors.
* Identify and evaluate strategic options for entering international markets.
* Design and apply strategies to segment, target, and position products in international markets.
* Balance global and local considerations when developing and applying the marketing mix in an international context.
Module deliveries for 2024/25 academic year
Last updated
This module description was last updated on 19th August 2024.
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