This module provides a theoretical and practical introduction to the international marketing environment, with historical and institutional background, cases and applications. It's designed to help students understand and analyse the international environment in which marketing decisions are made. Key concepts and contemporary issues underpinning the module include globalisation, organisational considerations and operational decisions.
The module draws on various frameworks to analyse and identify the dynamics of the marketing functions of business within its external setting. The identification of key PEST (Political, Economic, Social and Technological) factors is used to build potential scenarios for the future marketing environment.
Mixtures of conceptual techniques are used to raise awareness of change within the environment; and the potential organisational response to the external environment is explored using the key business drivers of efficiency, quality, customer responsiveness and innovation.
The use of case studies in sessions are a key feature to demonstrate how the material taught can be used to link to planning, organisational and control objectives and provide the basis for directing business success.