What are the roles of marketing in a dynamic global environment? What are the challenges or complexities for managing brand-marketing in the cross-cultural context? In addressing these issues, this course provides students an understanding of the development of marketing strategy in local and overseas market. It is concerned with creating an effective strategic plan through identifying marketing opportunities and assessing company capabilities. The module also endeavors to help students apply the learnt theories to practice through the critical analysis of relevant case studies.

CILO-1: Demonstrate an understanding of the role of strategic marketing in organizations. CILO-2: Critically discuss the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets. CILO-3: Critically discuss the management of the firm’s strategic marketing mix elements in local and international markets. CILO-4: Identify and appreciate the major issues associated with effective marketing strategy implementation. CILO-5: Critically discuss topical issues in international marketing as country of origin effects, standardisation versus adaptation, fair trade, counterfeiting, etc.