Venue:Atlanta, USA, // London (UK) //
$ 4,900 for 1 Week
$ 8,000 for 2 weeks
Dates: To be agreed with
This programme builds on existing marketing skills, involving considerations of
expanding business abroad and meeting foreign competition. It analyses how organisations plan and implement marketing principles, and involves the practical considerations that must be taken into
account in the strategic marketing of goods or services against competitive forces.
Upon successful completion of the subject, learners will be able to:
- Evaluate sources of information, methods of collection and analysis suitable for international marketing.
- Critically compare and contrast strategies for export, international and transnational marketing.
- Analyse differences in business and socio-cultural conventions that affect buying behaviours and marketing approaches in international markets.
- Critically compare and contrast between factors influencing the implementation of the marketing mix in non-domestic markets.
- Use the tools of analysis and decision-making in the preparation of marketing plans and apply their accumulated marketing knowledge and techniques to real-world
- Evaluate and assess the issues associated with the effective implementation and control of marketing plans, assess how the principal barriers to implementation
may be overcome.
- Construct a convincing and comprehensive marketing plan with accompanying costs and schedules.
- Evaluate the issues associated with the effective and efficient implementation and control of marketing plans, and assess how the principal barriers to
implementation might be overcome.
- Synthesise the characteristics and strategic planning needs of organisations in a variety of sectors, so that the marketing mix can be tailored in its detail to
meet the needs/wants of identified market segments, and achieve specific strategic and tactical objectives.