Marketing Issues 1 & 2

Module Aims

The aims of this module are:

• To develop the students’ ability to use international marketing in practical situations by building upon the knowledge and skills acquired in the first two years of their undergraduate degree and then proceeding to develop further their ability to recognise the relevant issues in a given marketing or business problem, choosing relevant tools with which to solve the problem or optimise the situation in an international environment.
• To enable students apply marketing theory as a set of combined theories, describing and facilitating performance and control of the international marketing process, rather than as a number of non-related theories. International marketers must have a profound knowledge of the whole marketing process in order to understand the complexity of each given situation, in order to avoid sub-optimisation and in order to control fully the level of cost and to create optimal value in all stages of the marketing process.
• To present students with an insight into special theoretical aspects of marketing theory. These will typically be either aspects of classical theory that justify a closer look or more detailed studies of central aspects of modern marketing theory.

Module Learning Outcomes

By the end of this module, students will be able to:

• Identify an international company’s marketing problems, describe and analyse these problems and provide goals, strategies and concrete proposals for solutions to these problems.
• Read, understand and appraise complex theoretical marketing texts.
• Critically apply marketing theories to practical business situations.