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Module Title LM Managing the Brand
SchoolBirmingham 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
Contact Hours
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
Assessment Methods & Exceptions Assessments: Group Presentation of a marketing plan 30%; Individual Essay (2,000 words 70%
Reassessment: Individual essay, 3,000 words (100%)
Other
Reading List