Strategic Marketing and International Business Strategy Module Details

Course/Module Description:

This module provides an insight towards the unique aspects of strategic marketing in the international business environment and provides the framework upon which multinational marketing management can be based. It will give the students the perspective on the decision making process in the areas of foreign market analysis, target identification, product planning, promotion and channels of distribution, strategy identification and formulation.

Course/Module Objectives:

The main objectives of the course are:

1. To provide an understanding of the concepts of strategic marketing and the ability to apply these to a variety of organizations
2. To examine how a thorough understanding and analysis of an organization and its environment can lead to the development of appropriate marketing objectives and strategies
3. To explore numerous techniques for segmenting foreign markets
4. To provide knowledge for investing in International markets while designing competitive strategies

Course/Module Learning Outcomes:

After completion of the course students are expected to be able:

1. To identify the basic principles of marketing that can be applied in a variety of diverse cultural, political, legal and economic environments
2. To identify the benefits that nations derive from unrestrained free trade
3. To analyze various methods of entering foreign markets, the degree of commitment required and the associated levels of risk
4. To appraise the concepts of product life cycle and classification of goods and their importance for foreign market acceptance, product adaptation and overall marketing strategy decision making
5. To explain the various techniques used by modern marketers for segmenting foreign markets in both the consumer and industrial sectors