Global Marketing and Sales Strategy
Description
Building on the fundamentals of marketing and sales, this module introduces the context of the global environment. Marketing and Sales practices will vary from country to country, and culture, economic and social circumstances, and societal infrastructure are different. These differences mean that a successful approach in one country will not automatically work in another country. Customer preferences, competition, distribution channels and communications media differ.
The module examines the cultural, social, legal, political, economic and geographical dimensions of the global marketplace. The decision to enter markets outside the home country depends on a firm's resources, managerial attitudes, and the nature and extent of opportunities and threats. Students will learn the scope and challenge of global marketing and sales, the dynamic environment of international trade, global opportunities and finally ways to adapt the global marketing and sales mix. The module aims to enhance students' understanding of the international sales process and give them the opportunity to develop sales strategies for international markets. An important task in global marketing and sales is learning to recognize the extent to which marketing and sales plans might be standardised worldwide as well as the extent to which they need to be adapted.
Learning Outcomes
Critically evaluate the major macro-environmental factors affecting global markets.
Recommend strategic criteria for the selection of global markets
Apply research methodologies to strategically segment, target and position brand/products in overseas markets.
Critically examine how the key elements of the marketing and sales mix can be adapted for global markets.
Formulate marketing and sales strategies for specific global markets recognising local constraints.
Develop a marketing and sales plan for a global market
Describe the key issues related to the selection, recruitment, training and development of an effective global sales team
Demonstrate professional and engaging presentation skills appropriate to being an effective member of a global marketing and sales team.