This module builds on your understanding of basic marketing theory, principles and practice and of the challenges facing the marketer operating in an international environment. During this module you will explore the interface between international marketing and business strategy. This will help you to critically evaluate and gain practical experience of the way in which marketing contributes to the development, implementation, and monitoring of organisational strategy and of the impact of changes in the international environment on marketing decisions and performance.

By the end of the module the student should be able to:

• demonstrate comprehensive knowledge and understanding of the components and process of marketing strategy formulation, and the impact of the environment on the design and implementation of strategy;
• identify and appraise the practical challenges of market and entry-method selection, and managing marketing mix decisions across boundaries and cultures;
• critically evaluate the cause-effect relationship of international strategic marketing decisions on corporate success;
• understand and implement the impact of changes in the international trading environment (tariffs, currency fluctuations etc) on marketing decisions and performance;
• critically analyse complex marketing issues to identify problems, and create and evaluate alternative solutions;
• use financial and other quantitative analysis to evaluate the current and projected performance of a company and/or market opportunities;
• use IT for marketing applications and to support information retrieval and data analysis.