This module provides a comprehensive overview of international marketing, focusing on essential strategies for success in the global marketplace. Key concepts include the marketing mix, differential advantage, and application in various sectors, including public and non-profit organizations. Students will explore segmentation, targeting, positioning, and competitive marketing strategy with an emphasis on adaptability and innovation.

Branding, particularly through the Customer-Based Brand Equity (CBBE) model, is central to understanding consumer-based brand value. Topics include advertising, promotion, and Integrated Marketing Communications (IMC), along with consumer research methods for evaluating behavior and trends. Emphasis is placed on crafting international brand communication strategies for diverse cultural contexts, and considerations of marketing ethics are also included.

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)

This module offers a detailed study of strategic management, focusing on core areas like strategic positioning, performance of unique activities, and essential trade-offs for sustainability. It explores how competitive advantage is achieved through unique resources, capabilities, and value chains that cross industry boundaries. Corporate strategy at the enterprise level, including resource allocation and control, is also covered.

An international perspective examines the contrast between global and national strategies, the evolution of multinational corporations, and the role of strategic networks and cooperation. Emphasis is placed on organizational learning as a sustainable competitive edge, with analysis of how culture influences strategy development. The module concludes with an exploration of leadership types and their impact on strategic direction and execution.

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 explores the impact of organizational structure and HRM on corporate success, addressing definitions, global trends, and stakeholder perspectives. It covers building effective organizational structures through a model that connects individuals, organizations, and environments, highlighting the roles of culture, strategy, policy, and systems.

Key topics include understanding the labor market, focusing on intellectual capital, flexibility, and competitive influences. Recruitment processes, including job analysis, selection methods, and assessment centers, are examined. Emphasis is placed on strategic HR development, creating learning organizations, training international managers, and performance management. Employee relations, participative decision-making, and reward systems are also covered, alongside the impact of national cultures and the global transfer of HR practices, concluding with negotiation and relationship management across cultures.

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.