Global Marketing Management (MMGT6008)
UNIT OF STUDY
A core skill for managers in an increasingly competitive world is applying marketing principles within the context of the international marketplace. This unit is designed to equip students with key decision-making tools, helping them answer critical questions about managing the marketing effect in the global market place. The course introduces fundamental marketing concepts and theories, and demonstrates their practical application within the international arena. Topics include market and competitive analysis, market segmentation and product positioning, brand and product management, pricing issues, integrated marketing, communications, measuring return on marketing investment, and managing the international organisation and external relationships responsible for successful implementation. Case studies are used to illustrate concepts and their practical application.
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Further unit of study information
Block mode, 5 days, 9am-5pm
Strategic marketing analysis (15%), strategic marketing plan(20%), presentation(10%), participation (20%), and exam (35%)
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