Many companies now operate in global markets. International markets are of increasing importance, both in terms of marketing opportunity and because many firms are subsidiaries of global organizations.
Companies operating in the global market face greater levels of risk and uncertainty than those companies that purely operate in a domestic market. This principally stems from the marketer’s unfamiliarity with other cultures, marketing environments, and business practice.
Summary of aims
• To introduce you to the theory and practice of marketing in a globally competitive environment.
• To develop your understanding of the management capabilities needed in the global marketing decision making processes.
• To provide you with the opportunity to explore in depth the conceptual frameworks which influence global marketing.
• To give you the opportunity to apply the analytical and business skills developed in previous modules to the global marketing decision making process.
Last Completed Projects
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