Overview

The module will cover a wide range of interlinked topics to encourage strategic thinking in assessing the international marketing environment. Topics will cover the phases an organisation goes through as they contemplate, evaluate, and adopt an international/global strategy; the international strategic marketing process in terms of the development and implementation of the marketing plan to enable effective management of the global network of subsidiaries by multinational corporations; and, the need for monitoring and adapting the international strategic marketing plan for continuous improvement in a changing global market.

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

-good -B- to B+ (60-69%): Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

-excellent -A- to A (70% +):* Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

-another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Analyse and critique the theories and principles underlying international strategic marketing.

• Analyse the global business environment to inform the development and implementation of the international strategic marketing plan.

• Critically appraise the internal and external drivers of change in influencing an organisation’s need to adopt an international strategic marketing approach.

• Demonstrate collaborative problem solving skills in the application of international strategic marketing theories and principles using case-studies.

• Generate and critically appraise the international strategic marketing and marketing plan options open to a business.

• Utilise and evaluate strategic marketing concepts, models, and processes to case-study organisations.