Global Marketing

Programme Overview

This module examines specific issues involved in developing and executing marketing strategies on a global scale as opposed to a domestic scale. The course is intended to provide a thorough understanding of global marketing strategies, including:

• Fundamental trends underlying convergence of world markets.

• Pitfalls and challenges of entering other countries.

• Ways to design global marketing strategies.

• The impact of organisation structure, management processes, culture, and people on global marketing strategy implementation.

• The important and unique role emerging markets play in global marketing strategies.

The module will help you achieve your career goals as you work – as virtually all of you will – in or with companies that are active in the international marketplace as well as domestic companies that face active international competitors.

Learning Outcomes

Available Early 2023.