MSc Strategic Marketing (International Marketing)

Globalisation continues to have dramatic effects in the business world. Top management, therefore, has a responsibility to respond to its challenges by developing approaches that prepare organisations for its consequences.

This module develops an understanding of international marketing environments, global strategies and the components of global marketing plans.

On successful completion of the module, you will be able to:

• Scrutinise the principal approaches to global marketing, evaluating the implementation of effective global marketing strategies.
• Examine the key marketing practices employed by global organisations.
• Create and appraise a marketing plan using the range of advanced skills required at an international level.
• Assess the global marketing environment, analysing its impact on the formulation of a specific global organisation’s marketing strategy.
• Identify management problems in global marketing, including an evaluation of market entry strategies and courses of action within specific contexts.

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This module develops your understanding of the impact culture has on management. You will learn to identify the areas in which management challenges arise due to cultural differences. You will also become aware of cultural conditioning, individual bias, assumptions and the implications these have on professional relationships.

On successful completion of the module, you will be able to:

• Critically discuss the concept of culture and the approaches to its study, explaining its usefulness and relevance to a range of management and organisation issues.
• Analyse management problems and issues in a context of increasing cultural diversity, and recommend how they should be addressed.
• Gauge the implications of culture and/or language for business communication.
• Identify the effect of global communications on disparate cultures.
• Appraise the problems of management across cultures and propose solutions.

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Today’s marketplace demands an in-depth understanding of organisational management and its relationship to successful project management. This module delivers the knowledge and skills you need to devise, implement and execute effective projects on a global scale.

On successful completion of the module, you will be able to:

• Assess the project life cycle, exploring and critically appraising various approaches to project management.
• Appraise the relationship between effective project management techniques, leadership and project implementation as well as the project planning and management processes.
• Evaluate current project management practices and leadership styles in an organisation to identify and judge suggestions for their improvement.
• Survey the criteria for measuring a given project’s successful performance and the relevant impact of leadership.
• Apply relevant approaches, tools and techniques to project planning, monitoring, control, evaluation, risk analysis and risk management of a given project.

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