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On successful completion of this module the student will be able to:
•    Critically evaluate issues concerning consumer culture, country of origin and the symbolic importance of the brand to the global consumer
•    Demonstrate an advanced understanding of the role of market analysis and the key decision involved in competing in a global marketplace
•    Evaluate the need for the strategic marketing mix adaptations when entering international markets
•    Demonstrate an in-depth and practical understanding of the analytical frameworks for strategic marketing planning
•    Critically appraise alternative competitive marketing strategies and recommend optimal strategy
•    Develop a strategic marketing plan and demonstrate the ability to design methods of monitoring and evaluating plan implementation.



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