The aim of the Global Marketing Strategy module is to provide students with a framework for understanding and analysing the key issues involved in developing...

The aim of the Global Marketing Strategy module is to provide students with a framework for understanding and analysing the key issues involved in developing marketing strategy and conducting marketing operations on an international scale. At the heart of the course is the tension between standardisation and adaptation and implications for the marketing mix.

On successful completion of the module, students will be able to

* Understand, research, and categorise drivers, status and issues associated with globalisation.

* Assess international business opportunities based on macro and micro country factors.

* Identify and evaluate strategic options for entering international markets.

* Design and apply strategies to segment, target, and position products in international markets.

* Balance global and local considerations when developing and applying the marketing mix in an international context.

This module will provide students with the necessary skills to undertake effective business research. Students will develop a critical awareness of the...

This module will provide students with the necessary skills to undertake effective business research. Students will develop a critical awareness of the strengths and weaknesses of a range of research strategies and methods commonly used when undertaking business research. During the course students will identify and develop a research question and design an appropriate research strategy. The module equips students with the essential knowledge and skills to successfully plan and implement an independent extended research project (MSIN0067), completed in the final year of the IMB BSc Degree.

The aims of the module are:

· To provide an understanding of the key concepts in business research methods

· To develop the skills required to critique published research

· To share a range of data collection methods used in business research

· To provide students with practical experience of conducting research

· To equip students with the essential skills required to undertake an independent extended project.

All sessions will be interactive and include open class and small group discussions and group working.

This module is jointly lead by Dr Sarah Warnes and Assistant Professor Miha Stan.