International Marketing Strategy

How does the global environment impact upon the development of an international marketing strategy and also in the selection of an appropriate market entry approach? Also, how might a firm adapt its international marketing mix to deliver a ‘globalised’ product or service?

Select a firm with which you are familiar, either from direct experience or as a case study, in order to address this question and for the purposes of illustrating your answer.
Understand and appreciate the underlying theories of international marketing

Critically analyse international marketing opportunities

Demonstrate an ability to formulate and assess international marketing strategies

Demonstrate an understanding of both the process and the complexities associated with the implementation of international marketing programmes

Analyse the international marketing implications of the activities of organisations such as the European Union, other regional trading blocs (i.e. NAFTA, ASEAN) and WTO

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