International Marketing Strategy

This is not available as a Single Subject. This is a Post Graduate Diploma in Management subject.

Main Aim(s) of the Unit:

The unit enables the student to build on an existing knowledge of marketing practise and develop an international understanding of the principles of marketing strategy. The unit will develop the student’s ability to critically analyse advanced strategic marketing techniques and the planning, implementation and control of these strategies. The unit requires the student to reflect on marketing theory and practices, in order to critically appraise and apply knowledge and understanding to organisational marketing decisions.

Main Topics of Study:

  • International Marketing Strategy
  • Corporate and Marketing Objectives
  • Market Research
  • Strategy Tools and techniques
  • Segmentation
  • Strategic Positioning
  • Market Entry
  • Communication

Recommended Reading

Indicative Reading for this Unit:

Main Text:
Czinkota Michael R. and Ronkainen Ilkka A. (2007), International Marketing, South Western College; International ed edition


Alternative texts
Wilson R. and Gilligan C. (2004), Strategic Marketing Management: Planning, Implementation and Control, 3rd edition, Oxford: Butterworth-Heinemann
Baker Michael J. (2007), Marketing Strategy and Management, Basingstoke: Palgrave Macmillan
Burca Sean De, Fletcher Richard and Brown Linden (2004), International Marketing: An SME Perspective, Harlow: Financial Times Prentice Hall
Doole Isobel and Lowe Robin (2004), International Marketing Strategy: Analysis, Development and Implementation, New York: Thomson
Ghauri Pervez and Cateora Philip (2006), International Marketing, Second Edition, London: McGraw-Hill
Hollensen Sven (2007), Global Marketing: A decision oriented approach, Fourth Edition, Harlow: Pearson Education
Jain Subhash (2005), Handbook of Research in International Marketing, Cheltenham, Edward Elgar
Mühlbacher H., Leihs H. and Dahringer L. (2006), International Marketing: A Global Perspective, 3rd Edition, London: Thomson

Recommended Reading

– Journal of International Business Studies
– Journal of Small Business Management
– Journal of Marketing Management
– European Journal of Marketing
– Journal of Strategic Marketing
– Harvard Business Review
– McKinsey Quarterly
– Financial Times
– The Economist