The aim of this module is to provide students with an understanding of international marketing theory and key concepts. This involves studying the various forces which influence the behaviour of national and international firms, thereby providing students with an appreciation of the global nature of marketing.
A) Identify the major changes in the international trading environment and their impact on the marketing activities of global businesses.
B) Develop marketing strategies appropriate to industrialised, developing and lesser developed economies, and identify and explain the relevant sources of information and analysis necessary to support the appropriate strategy.
C) Critically evaluate the mix decisions that need to be taken to support global marketing activity
The module involves a range of teaching strategies including lectures, student-led seminars, case studies and guest lectures. Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles. Independent research and study will be encouraged throughout to complement group work activities. Students will also be exposed to case studies on a range of organisations. Student-led seminars will facilitate the sharing of knowledge and experiences of cohort members.