Browse Hierarchy MARK7018: Global Marketing Strategy

The Global Marketing Strategy module will apply many of the concepts studied in the earlier parts of the masters' programmes, with emphasis on the global context and environment of marketing. Increasing recognition by many international businesses of the world as a potential market has led to the widespread study of global marketing strategies, with particular emphasis on: (1) Creating sustainable competitive advantage in a global context; (2) Implementing strategies to take into account both the convergence and divergence of consumer preferences; (3) Creating global products and brands that have near-universal application and appeal, wherever possible; (4) The importance of ethical and social issues in the global marketplace. Many organisations that traditionally have concentrated on satisfying domestic markets are now finding themselves increasingly subject to competition from multinational and global organisations. In many sectors, supply is outstripping demand due to falling country market growth rates. Trade barriers, especially tariffs, have been falling, particularly as a result of the formation of trading blocks such as the EU and NAFTA etc. Non-tariff barriers, however, are still very much in evidence.