Adopting a practice and analytical marketing perspective this module will extend student’s knowledge of marketing and branding applying it to an international context examining the role of culture in shaping demand for products and motivation to purchase. Students will critically appraise global marketing opportunities and gaining competitive advantage to make decisions relating to an organisation’s ability to successfully enter and compete in international markets.
The module will explore key aspect of globalisation, regional trading blocks, organisations involve in promoting trade that affect global marketing operations, developing the learner’s problem solving, decision-making and critical evaluative skills associated with global marketing.