Marketing managers are recognising the intricacies of an interconnected and interdependent world inhabited by both buyers and suppliers of their products and services. It is essential that managers can capitalise on opportunities prevalent in both local and international markets. You will master intercultural marketing concepts and frameworks and gain a comprehensive understanding of the knowledge necessary to navigate the complexities of the global market.
Lecture 16, Seminar 16
Essay (1500 words) worth 40%.
Open book test (24 hours) worth 60%.
Reassessment Method: 100% Written Assessment – 24-hour open book online test (24 hour)
On successful completion of this module, students will be able to:
Show a critical awareness of culture and the cultural components that exhibit across different international markets
Critically appraise appropriate frameworks and concepts suited to the formulation of international marketing strategies in different cultural contexts, and apply them accordingly
Critically evaluate current challenges in the implementation of international marketing strategy across cultural contexts
Critically evaluate the impact of culture on consumer behaviour.
Critically evaluate sustainable and ethical marketing strategies in different international markets
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