| Module Code | BM 360 |
| Module Title | International Management & Marketing Strategy |
| Academic level | Level 3 |
| Credit value | 10 |
| Instruction | English |
| Pre-requisites | All other Level 3 core modules |
| Co-requisites | --- |
|
Rationale for Module |
To survive in today’s global marketplace,
internationally-active companies have to be able to respond to changes
in domestic and foreign markets as they happen. A company’s success is
dependent on its ability to exploit opportunities more quickly than
competitors. This in turn necessitates a coherent mission, a strategy
for achieving that mission and a clear understanding of how the firm
intends competing with other firms. Firms can only develop this
understanding if they systematically analyse their environment, identify
and assess their strengths and weaknesses in comparison to those of
their competitors and identify those opportunities where they have a
competitive advantage. Developing an international strategy is
especially complex in view of the heterogeneous contexts of
international firms’ activities. In internationalising their operations, companies must also consider the consequences of different national/regional markets on the management of the marketing mix. Many companies have seen their products flop because they failed to adapt aspects of the product itself, the pricing strategy, how it was distributed or how it was promoted in local market conditions. For students aiming to work in an international business environment, understanding the impact of international and foreign markets on corporate strategies and operations, and approaches to organising international marketing activities can be an important advantage. The module builds knowledge and understanding developed in a range of Level 2 modules, especially ‘Marketing’ / ‘Tourism Marketing’. Whereas at Level 2 students were introduced to the role of strategy as part of the marketing planning process and to standard tools of strategic analysis, in this module students learn to apply selected strategic marketing and management tools in an international context and to develop an international marketing strategy on this basis. The module adopts a holistic approach to management: Students will need to draw upon their previous knowledge of functional disciplines and strategic tools developed at Level 2 in an integrative way and determine their overall contribution to the strategic whole. |
| Aims |
This module aims to: 1. Develop an understanding for the complexity of international business as well as international marketing processes and the need for international marketing strategy 2. Emphasise the main opportunities and threats of international business 3. Deepen students’ knowledge and critical understanding of the ethical dimension of business activity and the impact of ethical considerations on stakeholders with special emphasis on culture 4. Apply current research innovations to interpretations of international business strategies |
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