This module offers a comprehensive exploration of international marketing, equipping students with essential concepts and strategies for thriving in a global marketplace. Key topics covered include the marketing mix, segmentation, targeting, and positioning, with a particular emphasis on branding through the CustomerBased Brand Equity (CBBE) model. The course underscores the importance of marketing strategy, adaptability, and innovation in a competitive global environment. Additionally, the module delves into advertising, strategic communication within the Integrated Marketing Communications (IMC) framework, and consumer research to assess behavior and emerging trends. Students will develop the skills needed to craft international brand communication strategies tailored to diverse cultural contexts, while also giving attention to marketing ethics.

Objectives of the module:

To explore the historical evolution
of international marketing
thought, from its origins in
classical economics in the USA to
the normative frameworks
introduced by influential
academics and consultants such
as Drucker, Levitt, and Kotler, as
seen in publications like the
Harvard Business Review.
• To foster an understanding of key
normative marketing concepts,
such as the Marketing Mix and
STP (Segmentation, Targeting,
Positioning), through practical
application in case studies.
• To gain an in-depth understanding
of branding via the CustomerBased Brand Equity (CBBE)
model.
• To recognize the breadth of
marketing activities, including
the theory and application of
Integrated Marketing
Communications (IMC).

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 provides a comprehensive overview of strategic management, focusing on key concepts such as unique activities, strategic positioning, and sustainable trade-offs. It explores how companies position themselves in the market, gain a competitive advantage through unique resources, and manage value chains across various industries. The curriculum emphasizes corporate strategy, particularly in the areas of resource allocation and control, as well as the international perspective, comparing the strategies of multinational and national firms. Additional topics include cooperative strategies, the role of organizational learning in gaining a competitive edge, and how culture influences strategy. The importance of leadership in shaping and implementing strategy is highlighted throughout the course.

Objectives of this Module:
• Evaluate the factors to consider when analyzing a firm’s external environment, its internal core competencies, and formulate a business strategy for the firm.
• Understand the nature of corporate strategy.
• Understand the nature of international strategy.
• Understand the different types of leadership.
• Understand the relationship between leadership and strategy

This module examines how organizational structure and human resource management (HRM) contribute to corporate success. It emphasizes the importance of organizational design and the connections between individuals, the organization, and the surrounding environment. Key topics covered include labor market dynamics, recruitment, job design, and selection methods, with a particular focus on competency frameworks and psychometric testing. Strategic HR development is addressed through training, performance management, and succession planning. Additionally, the module explores employee participation, employee relations, and reward systems, highlighting how national cultures influence HRM practices and the transfer of HR principles across borders.

Objectives of this Module:
• Critically discuss the relationships between personnel management, employee relations, and human resource management (HRM).
• Understand the nature of national cultures and compare institutional and other differences between nations relevant to HRM.
• Evaluate the impact of internal and external (national and international) labor markets on the human resource strategies developed by organizations.
• Recognize the influence of cultural differences on management processes.
• Assess various methods for recruiting, selecting, developing, and training staff internationally.