PART A  

Global Post-Modern Marketing: Era of Paradoxes and Manifestos

How global companies develop and maintain market dominance and cultural nuances that distinguish European and American corporate initiatives are the primary concerns of this module.

The course illustrates how our era of creative destruction and information arbitrage have blurred the traditional boundaries between politics, culture, technology, finance, national security and ecology and have given rise to the need for a new marketing manifesto. 

Participants will gain an understanding of the unique opportunities and challenges post-modernity affords international marketers and develop the strategic insights they will need to embark upon their careers in a global business arena.

PART B 

Strategic challenges of adapting or standardizing the marketing mix in international markets

A thorough understanding of international marketing and the cultural context of customers  makes the decision whether to adapt or standardize the marketing mix  easier to make. This module focuses on the strategic challenges involved when adapting or standardizing the marketing mix in international markets.

Topics explored include:

issues in marketing mix planning

the forces promoting standardization or adaptation of the marketing mix

the need to understand the customer's cultural context.