Marketing Strategy

• Credit value: 15 credits at Level 6
• Convenor and tutor: Dr Peter Trim
• Prerequisite: Principles of Marketing (Undergraduate)
• Assessment: a two-hour written examination (65%) and a 2500-word essay (35%)

In this module we explore the central issues in international marketing management and strategy, and provide you with an understanding and appreciation of marketing strategy formulation and implementation.

Topics covered include:

• the strategic marketing approach
• the link between organisational cultural value systems and national cultural value systems
• competitor analysis
• market entry strategies
• negotiating business deals
• international marketing operations.

By the end of this module, you will understand the complexities associated with marketing strategy formulation with respect to:

• marketing management proc­esses
• undertaking competitor analysis in relation to developing marketing strategies
• designing and implementing marketing information systems
• the necessity to evaluate communications programmes
• how to implement marketing management policy in an international business context.