This module teaches you the key principles of marketing planning and strategic marketing in an international context. It will focus on the external environment of firms and the four Ps of marketing, (place, product, promotion & price) applying the theories and concepts to the management of the marketing function within businesses. The module will also include an element of International Marketing and consider the importance of market research, segmentation, targeting, and positioning, as well as global market entry strategies.
This module will run from 29 May 2017 - 9 June 2017 and will take place at our host institution, Lady Shri Ram College at the University of Delhi in India. The application deadline for this programme will be 1 May 2017.
Learning outcomes and objectives
By the end of the module, you should have:
- understood the fundamentals of implementing marketing functions in an organisation
- evaluated the social, legal, political and ethical concerns in marketing
- understood customer markets
- analysed the global and international issues effecting the choices and the direction of international marketing
- understood the tools and the scope of international marketing research and apply the skills to plan international marketing decisions
This is an example timetable so content and timings are subject to change.
Michael Bedward MBA, Teaching Fellow, King’s College London
- Seminars and tutorials
- Supervised field work
- Private study
Module assessment - more information
- 1 x written group marketing plan (3500 words) - 85%
- 1 x 10 minutes group presentation of marketing plan - 15%