MKT4028H Corporate Marketing Strategy

Academic Year 2023/2024

This course recognises the increasing global nature of business and helps the student to identify and address the marketing opportunities and challenges facing companies in a global environment. The opportunities and challenges encountered today by international marketers are greater and more diverse than ever before. Many businesses today have expanded and are continuing to expand in the global arena in search of higher profits and market share. Their success depends on a large extent on their ability to develop appropriate marketing strategies and to seek new ways of transferring skills and processes across political and cultural boundaries. The course focuses on the strategic issues of international marketing confronting firms in the global market.