This module provides an overview of international marketing, focusing on key concepts and strategies for competing in the global marketplace. It covers essential principles like segmentation, targeting, and positioning, with an emphasis on adapting and innovating in competitive environments. Students will explore branding using the Customer-Based Brand Equity (CBBE) approach and understand marketing communications through the Integrated Marketing Communications (IMC) framework. The module also covers international brand strategies, consumer research, and the ethical considerations in marketing across diverse cultural contexts.

Objective of this Module:

• To understand international marketing thought’s historical development from
  its roots in classical economics in the USA to the normative tradition promoted
  by academic/consultants such as Drucker, Levitt and Kotler in journals such
  as the Harvard Business Review.
• To generate understanding of popular normative marketing concepts such as
  the Marketing Mix and STP through application in practical case scenarios.
• To understand branding using Customer Base Brand Equity (CBBE)
• To appreciate the scope of marketing activity including Integrated Marketing
  Communications theory (IMC)
• To develop an awareness of some of the work that critiques the practical and
  theoretical assumptions of the managerial marketing tradition, and which
  explores the idea of marketing as an intellectual domain.

This module explores strategic management, focusing on key aspects like strategic positioning, competitive advantage, and sustainability. It examines how to leverage unique resources and capabilities to create value chains and achieve corporate success. The module also covers corporate strategy, including resource allocation and decision-making at the enterprise level. A key emphasis is placed on the international dimension of strategy, comparing national and global strategies, and analyzing the role of leadership, organizational learning, and cultural influences in shaping successful international businesses.

Objective of this Module:

• Evaluate the factors that need to be considered in analysing a firm’s external
  environment, the internal core competences of a firm and formulate a
  business strategy for a firm
• Understand the nature of corporate strategy.
• Understand the nature of international strategy
• Understand the different types of leadership
• Understand the relationship of leadership to strategy

This module examines the impact of organizational structure and HRM on corporate success, focusing on the interrelationship between individuals, organizations, and their environment. It covers labor market dynamics, intellectual capital, and recruitment strategies, along with job analysis, competency frameworks, and psychometric testing. The module emphasizes strategic HR development, including training, performance management, and succession planning. It also explores participative decision-making, employee relations, and the importance of cultural differences in HRM practices, particularly in international contexts and cross-border management.

Objective of this Module:

• Discuss critically the relationships between personnel management, employee relations and human resource management [HRM].

• Understand the nature of national cultures and their comparison with institutional and other differences between nations relevant to HRM.

• Evaluate the impact of internal and external (national and international) labour markets on the kinds of human resource strategies drawn up by organizations.

• Understand the impact of cultural differences on the processes of management

• Evaluate different methods of recruiting, selecting, developing and training staff cross nationally.