This module builds on your understanding of marketing theory, principles and practice and of the global market leadership challenges facing the marketer operating within and across international environments. 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 leadership contributes to the development, renewal and monitoring of international strategy decisions and performance.
The module is designed to provide a comprehensive and up to date overview of global marketing landscape and the institutions involved. Theory will be emphasized for a normative understanding; practical aspects will show the relation of theory to "real life."
The module will review important theories but will also be strategic issues-based and case-based with a flexible curriculum to respond to, and debate, contemporary global marketing management developments, but within a structured framework. The main emphasis will be on leading within an international marketing environment. Strategic Marketing Issues will consider the views of social movements, government and also small and medium sized firms and of multinational corporations. Incorporated will also be the views of consumer and industrial companies as well as service related firms.