MKT40670 Global Marketing Strategy

Academic Year 2018/2019

This course recognises the increasing global nature of business and helps the student to identify and address the marketing opportunities and challenges facing companies in a global environment. The opportunities and challenges encountered today by international marketers are greater and more diverse than ever before. Many businesses today have expanded and are continuing to expand in the global arena in search of higher profits and market share. Their success depends on a large extent on their ability to develop appropriate marketing strategies and to seek new ways of transferring skills and processes across political and cultural boundaries. The course focuses on the strategic issues of international marketing confronting firms in the global market.

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Curricular information is subject to change

Learning Outcomes:

On successful completion of this module students should be able to:
- Examine market considerations in an international environment,
- Assess and contrast cultural, economic, political and legal differences between home and
global markets and across international markets.
- Analyse management problems facing international marketing companies
- Identify courses of action for the international firm
- Critically assess strategic options in the implementation of international marketing programmes
- Develop presentation skills and work effectively in groups.

Student Effort Type Hours
Lectures

24

Specified Learning Activities

80

Autonomous Student Learning

120

Total

224

Requirements, Exclusions and Recommendations

Not applicable to this module.



 
Description % of Final Grade Timing
Examination: Exam

70

2 hour End of Trimester Exam
Group Project: Group Project

30

Throughout the Trimester

Compensation

This module is not passable by compensation

Resit Opportunities

In-semester assessment

Remediation

If you fail this module you may repeat, resit or substitute where permissible

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