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1. Synthesise and critically evaluate the links from the international corporate strategy to the marketing strategy and ways of delivering an organisation’s corporate mission and vision effectively.

International Marketing Leadership

Learning Outcomes

On successful completion of the module, students should be able to:

1. Synthesise and critically evaluate the links from the international corporate strategy to the marketing strategy and ways of delivering an organisation’s corporate mission and vision effectively.

2. Develop sustainable international competitive advantage through synthesis and implementation of international approaches to marketing leadership and innovation; assessing the link between shareholder value and an organisation’s ongoing success.

3. Develop international marketing strategies to establish an organisation’s competitive and sustainable marketing and relationship strategies to achieve the organisation’s strategic intent and deliver its value proposition.

4. Develop and promote operational marketing plans at a strategic and organisational level so that they support strategic objectives using synergistic planning processes, taking account of different planning frameworks (cross-functional and board level contribution) and ensuring they are within the resource capabilities of an organisation.

5. Critically evaluate and design the most appropriate organisational structures for market-oriented organisations and in a changing international environment whilst evaluating the resource implications and requirements


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