The module aims to help students develop critical understanding of strategic and functional aspects of international marketing activities of firms of varying sizes and industries. It focuses on the roles of external and internal environments against key international marketing decisions of both a strategic nature such as modes of foreign market entry and market selection and a functional nature such as the design and implementation of marketing mix approaches at the international level. Therefore, students will have the chance to familiarise themselves with a holistic understanding of the main challenges international marketers face and systematically assess opportunities that stem from such an understanding.
- Module Supervisor: Kholoud Mohsen
Category: Essex Business School (Southend Campus)