Marketing and Business Environment

Learn how to interpret and develop marketing strategies in the current and future business environment. You will study the internationalisation of business and marketing strategy, taking into consideration current trends from the marketplace.

Learning outcomes
Upon completion of the module, you will be able to:

• Evaluate the principles of marketing
• Summarise and critically assess the key factors affecting business performance in international markets
• Appraise the impact of emerging issues on international marketing activities
• Analyse and synthesise the different elements of the marketing mix and the role of these elements in achieving marketing objectives
• Evaluate the response of an organisation to global external forces