Module Description
This 10 credit compulsory module focuses on theoretical concepts and issues of marketing and of international marketing strategy and their application for practice by businesses. The module is structured along three key themes. Marketing concept and market orientation which provides students with an overview, discussion and analysis of the marketing function and marketing approaches with an aim to strengthen the students context familiarity.
International marketing strategy which delineates the purpose of a strategic approach, its key features, types of market entry strategies and their relevance for new ventures and small businesses.
Marketing planning and control processes which enables students to build an appreciation of decision making processes, specific issues in varied firm contexts and the organisational challenges encountered in developing an international marketing
strategy.
Aims
The module aims to help students develop a critical awareness of general marketing principles and practices and of the facets of international marketing strategy and planning, its role and importance as an element of strategic management, and the implications of international marketing strategy and planning for entrepreneurial activity.
Learning Outcomes
On successful completion of this module, students should be able to:
Develop an understanding of international marketing strategy and planning.
Acquire in-depth understanding of the international marketing strategy formulation process, international market selection and international market entry modes.
Learn to differentiate between the international marketing approaches of large and medium sized firms (SMEs).
Learn to use a range of frameworks for strategic analysis leading towards the development of an international marketing strategy).
Apply techniques, models and frameworks to marketing strategy plans for different types of businesses).
This 10 credit compulsory module focuses on theoretical concepts and issues of marketing and of international marketing strategy and their application for practice by businesses. The module is structured along three key themes. Marketing concept and market orientation which provides students with an overview, discussion and analysis of the marketing function and marketing approaches with an aim to strengthen the students context familiarity.
International marketing strategy which delineates the purpose of a strategic approach, its key features, types of market entry strategies and their relevance for new ventures and small businesses.
Marketing planning and control processes which enables students to build an appreciation of decision making processes, specific issues in varied firm contexts and the organisational challenges encountered in developing an international marketing
strategy.
Aims
The module aims to help students develop a critical awareness of general marketing principles and practices and of the facets of international marketing strategy and planning, its role and importance as an element of strategic management, and the implications of international marketing strategy and planning for entrepreneurial activity.
Learning Outcomes
On successful completion of this module, students should be able to:
Develop an understanding of international marketing strategy and planning.
Acquire in-depth understanding of the international marketing strategy formulation process, international market selection and international market entry modes.
Learn to differentiate between the international marketing approaches of large and medium sized firms (SMEs).
Learn to use a range of frameworks for strategic analysis leading towards the development of an international marketing strategy).
Apply techniques, models and frameworks to marketing strategy plans for different types of businesses).