International Marketing Strategy

12 months full-time, with start dates in September and February each year. Taught modules are completed in two semesters, with the dissertation completed in the third semester.

Marketing is no longer just a business function. It is a way of doing business that places the consumer at the centre of all organisational activity. As such, marketing is an essential component of organisational success not only in businesses, but also in charities and government agencies.

Furthermore, there can be few organisations that remain unaffected by patterns of change in the global marketplace. Whether actively seeking opportunities in other countries, or simply recognising increased cultural diversity in our home markets, international marketing strategy affects us all. This course will enable you to develop specialist skills and knowledge in this field, and will enhance your ability to think strategically about marketing management in an international context.

This course is made up of several modules that combine to provide comprehensive coverage of the challenging and dynamic discipline of international marketing. The content of the course reflects the key strategic decisions that underpin international marketing; the decision to internationalise; market identification, screening and selection; market entry; tactical action programmes; implementation, monitoring and evaluation. Examples of specific issues that will be covered include; standardisation-adaptation; the effect of culture on marketing theory; country-of-origin effect; international branding and communications. The dissertation gives you an opportunity to complete a substantial piece of independent research on an international marketing topic of your choice.

Throughout the course students will be taught by experienced academic staff with specialist knowledge of their own subject areas. Taught modules are delivered using a combination of lecture and workshop sessions, with an emphasis on discussion and participation.

• Marketing Principles and Management
• International Marketing Strategy
• Cross-Cultural Marketing
• International Marketing Communication
• Managing Operations in the Supply Chain Context
• Strategic Digital Marketing
• Dissertation and Research Methods
  

The course has a mixture of assessment styles including essays, research papers, case studies, portfolios, oral presentations, examinations and a final dissertation.

Successful completion of this course will prepare students for a career in marketing with the potential to achieve success as a senior marketing manager within international organisations. Our marketing graduates can be found working in a range of organisations from large multinationals to SMEs in roles such as product development, customer service management, emarketing, marketing communications and marketing research.