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Module Title
LM Managing the Brand
School
Birmingham Business School
Department
Birmingham Business School
Module Code
07 30140
Module Lead
Jo Andrews
Level
Masters Level
Credits
10
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
None
Exclusions
Description
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 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.
Learning Outcomes
By the end of the module students 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 crate 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
Work effectively as part of a multi-cultural group
Assessment
30140-01 : Assessments: Group Presentation of a marketing plan : Group Assessment - Coursework (30%)
30140-02 : Individual Essay : Coursework (70%)
Assessment Methods & Exceptions
Assessments: Group Presentation of a marketing plan 30%; Individual Essay (2,000 words 70%
Reassessment: Individual essay, 3,000 words (100%)