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Navigating International Business Strategy: Global Marketing Insights and Decision-Making

This module explores the complexities of the international business environment and their impact on decision-making processes in marketing strategies. It covers recent developments in organizational environments, focusing on standardization versus adaptation in marketing for global firms. Key themes include cultural preferences, legal regulations, and infrastructure variations across nations. The module also highlights the importance of ethical dimensions in marketing, corporate social responsibility, and the role of global branding in creating value. Students will engage in presentations to assess their understanding and application of these concepts.

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Navigating International Business Strategy: Global Marketing Insights and Decision-Making

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  1. International Business Strategy LON301BUS Functional Area Excellence Unit: 5 Knowledgecast: 1

  2. Module Learning Outcomes • Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process • Assess current developments in the organisational environment and alternative responses related to strategy

  3. Marketing in the International Firm International Business Environment Global Marketing Strategy International Marketing Program

  4. Standardisation vs Adaptation Standardisation Similar market segments exist across countries Customers seek similar features Products have universal specifications Business customers have converging expectations Adaptation National Preferences Laws and regulations Living standards and economic conditions National Infrastructure

  5. Global Brand “A brand whose positioning, advertising strategy, look and personality are standardised worldwide.” • (Cavusgil et al, 2007:520)

  6. Top Global Brands, by Region (2007)

  7. International Marketing Communications • International Advertising • International Promotional Activities • Global Account Management

  8. Ethical Dimensions • Develop and align products/services to create greater value for society • Sustainable income for suppliers • Provided needed products for poor consumers • Product disposal

  9. Knowledgecast Summary • Communicate an in-depth understanding of the complexity of the environment and its applications on decision-making process • The business environment ‘surrounds’ the international marketing strategy • Assess current developments in the organisational environment and alternative responses related to strategy • CSR and Corporate citizenship is a growing factor in the development of international marketing strategies.

  10. Seminar Regular Assignment – Presentations Your module tutor will allocate you a time to make your assessed presentation during this session.

  11. Group Activity Regular Assignment – Presentations Your module tutor will allocate you a time to make your assessed presentation during this session.

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