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Marketing Strategy


Module description

This module explores the central issues in international marketing management, and examines in depth a number of topics introduced in Marketing Principles and Practices.

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; and international marketing operations.

The aims of this module are to:

  • explore the central issues in marketing management and strategy
  • examine in depth a number of topics explored in Marketing Principles and Prac­tices
  • provide you with an understanding and appreciation of marketing strategy formulation and implementation.

    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.