MKT4028H Corporate Marketing Strategy

Academic Year 2022/2023

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.

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Curricular information is subject to change

Learning Outcomes:

On successful completion of this module students should be able to:
- Examine market considerations in an international environment,
- Assess and contrast cultural, economic, political and legal differences between home and
global markets and across international markets.
- Analyse management problems facing international marketing companies
- Identify courses of action for the international firm
- Critically assess strategic options in the implementation of international marketing programmes
- Develop presentation skills and work effectively in groups.

Student Effort Type Hours




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Group Project Throughout the Trimester n/a Graded No


Examination: Exam 2 hour End of Trimester Exam No Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Mr Yansong Hu Lecturer / Co-Lecturer
Dr Penelope Muzanenhamo Lecturer / Co-Lecturer
Dr Christina Burke Tutor
Wincey Cheung Tutor
Ms Michele Connolly Tutor
Miss Clare Griffin Tutor
Robert Kreuzbauer Tutor
Markus Vanharanta Tutor

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