Strategic market management and themes of internationalisation, regionalisation and fragmentation.
Analysis of the international marketing environment and researching market opportunities.
Investigation of the impact of cross-cultural issues on international transactions and international marketing decisions and building the knowledge base necessary for marketing decisions.
Strategy formulation: levels of strategy, creating advantage (generic strategies), strategic options (incl. global, relational, brand based), strategic positioning
Modes of international market entry, export strategies, contractual agreements and foreign direct investment.
Strategic management of the international marketing mix
Implementation of marketing decisions in an international contexts, including: leadership, organisation, planning and measuring market performance