This module focuses on building an appreciation of international marketing issues. It provides students with an understanding of the key concepts and core issues in international marketing and with the necessary decision-making skills for the successful formulation, implementation and control of international marketing programmes.Students will be introduced to the elements required for marketing strategy programmes and implementation.
The module has two broad themes - firstly, it addresses cross cultural issues and perspectives in international marketing focussing on buyer behaviour in both B2B and B2C contexts and organisational issues; secondly, it explores aspects of international marketing covering the use of international market research, implications for product and service management, marketing communications, marketing channels, new product development, services marketing, and retailing.