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Level 3: Strategic Human Resource Management

Module Description

This module aims to:

1. Equip students with knowledge and skills required in identifying and analysing international marketing opportunities
2. Provide students with an appreciation of the international marketing environment and sources of information
3. Enable students to formulate appropriate strategies for the marketing of products and services in an international and global context

Module Content

• Introduction to international marketing, difference between international and domestic marketing and theories of international marketing
• Analysis of the international marketing environment
• International market research and opportunity analysis
• Market entry strategies
• Factors promoting/restricting international trade and globalisation
• Product policy in international markets
• International distribution, logistics and documentation
• International marketing communications
• Financial decisions for international markets
• International marketing planning

Intended Learning Outcomes

On completion of this module, students will be able to:

• Understand and appreciate the underlying theories of international marketing
• Critically analyse international marketing opportunities
• Demonstrate an ability to formulate and assess international marketing strategies
• Demonstrate an understanding of both the process and the complexities associated with the implementation of international marketing programmes
• Analyse the international marketing implications of the activities of organisations such as the European Union, other regional trading blocs (i.e. NAFTA, ASEAN) and WTO

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