Marketing Management and Global Impact

Introduction

The first decade of the 21st century challenged firms to prosper financially and even survive in the face of an unforgiving economic environment. Marketing is playing a key role in addressing those challenges. Good marketing is no accident, but as a result of careful planning and execution using state-of-the-art tools and techniques. In this topic, students will be exposed with the important of marketing concepts, tools, frameworks and issues. Students will also examine some of the marketing implications in creating customer value. Several perspectives on planning and how to draw up a formal marketing plan will also be explained.

Synopsis

Finance, operations, accounting, and other business functions won’t really matter without sufficient demand for products and services so the firm can make a profit. In other words, there must be a top line for there to be a bottom line. Thus financial success often depends on marketing ability.

Student will be able to learn the key ingredients of the marketing management process, develop the right marketing strategy over time requires a blend of discipline and flexibility. Firms myst stick to a strategy but also constantly improve it. They must also develop strategies for a range of products and services within the organisation. 

Companies need to be able to cross boundaries within and outside their country. Although opportunities to enter and compete in international markets are significant, the risks can also be high. Companies selling in global industries, however have no choice but to internationalise their operations. In this chapter, students will review the major decisions in expanding into global markets. 

How to Pass

Complete the learning and get at least 50% marks for assessment provided at the end of the course.