Providing an important insight into international marketing concepts, issues, motivations and strategy, this module offers an up-to-date approach to the marketing challenges of the new international economy, from global branding and the rise of emerging market multinationals to debates in international marketing strategy. We’ll explore the economic, political, legal and environmental influences on international marketing and their effect on the marketing strategy, the processes and challenges in entering new markets, and the effects of internationalisation on the marketing strategy. As part of this comprehensive module, you’ll have the opportunity to delve into the critical elements of global marketing, including the global economic environment, regional market characteristics and preferential trade agreements and social, cultural, political, legal and regulatory environments. We’ll also consider the importance of global information systems and market research, segmentation, targeting, and positioning, importing, exporting, and sourcing, as well as global market entry strategies – all vital elements for a great academic foundation for a career in international marketing.

international operations