Skip to main content

Marketing Strategy


Module description

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.

Learning objectives

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.