This module provides an in-depth overview of international marketing, equipping students with core concepts and strategies for global competition. Key areas include the marketing mix, segmentation, targeting, and positioning, with a focus on branding through the Customer-Based Brand Equity (CBBE) model. Emphasis is placed on marketing strategy, adaptability, and innovation. The module also covers advertising, strategic communication within the Integrated Marketing Communications (IMC) framework, and consumer research to analyze behavior and trends. Students will develop skills in creating international brand communication strategies tailored to diverse cultural contexts, with attention to marketing ethics.

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 thorough exploration of strategic management, covering core elements like unique activities, strategic positioning, and sustainable trade-offs. It addresses market positioning, competitive advantage through unique resources, and value chains across industries. The curriculum includes corporate strategy, focusing on resource allocation and control, as well as the international dimension, comparing strategies of multinational and national firms. Topics also include cooperative strategies, organizational learning as a competitive edge, and the influence of culture on strategy. The role of leadership in shaping and implementing strategy is emphasized throughout.

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 structure and HRM on corporate success, emphasizing organizational design and the interconnection between individuals, the organization, and the environment. Key topics include labor market dynamics, recruitment, job design, and selection methods, with a focus on competency frameworks and psychometric testing. Strategic HR development is covered through training, performance management, and succession planning. The module also examines employee participation, relations, and reward systems, highlighting the influence of national cultures on HRM practices and the transfer of HR principles across borders.

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.