International Marketing Strategy

Overview

Marketing is no longer just a business function, it is a way of doing business that places the consumer at the centre of organisational activity. Marketing is an essential component of organisational success not only in businesses, but also in the public sector and not-for-profit organisations.

Whether you are actively seeking opportunities in other countries, or working with global influences in a home market, international marketing strategy affects us all. This course will enable you to develop the professional marketing skills and knowledge required to work effectively in this increasingly complex environment. Studying this course will also enhance your ability to think strategically about marketing issues and challenges.

The International Marketing Strategy programme from the University of Northampton is made up of several modules that combine to provide you with a comprehensive coverage of the challenging and dynamic discipline of international marketing. The content of the course reflects the key strategic decisions that underpin international marketing including:

• the decision to internationalise
• market identification
• screening and selection
• market entry
• tactical action programmes
• implementation
• monitoring and evaluation

The dissertation gives you an opportunity to complete a substantial piece of independent research on an international marketing topic of your choice.

Career Opportunities

Successful completion of this course will prepare you for a career in international marketing with the potential to achieve success as a senior marketing manager with a multi-national organisation. Marketing graduates can be found working in a range of organisations, large and small, in areas such as brand management, business development, digital and online marketing, marketing communications and marketing research.