The purpose of this unit is to examine the key elements in the formulation and implementation of international marketing strategy. The unit analyses the stages through which the firm moves in formulating its global strategy; initial entry; local market expansion; and global rationalisation. The formulation and implementation of strategy is discussed within the context of increasing interdependence of country markets and regional market integration.
Assessment 1 (Individual) - Written Assignment 1 (1000 words) - 10%
Assessment 2 (Individual) - Written Assignment 2 (2500 words) - 30%
Examination (2 hours) - 60%
Hurdle requirements: achieve a passing grade on the assignments (1 and 2 combined) and at least 50% of the marks available on the examination.
迪肯代写 MPK736 - International Marketing
