Global Marketing and Sales Strategy
Description
Building on the fundamentals of marketing and sales, this module introduces the context of the global environment. The module examines the cultural, social, legal, political, economic and geographical dimensions of the global marketplace. 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 selling 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.
Learning Outcomes
Critically evaluate the major macro-environmental factors affecting global markets.
Examine and adapt marketing and sales strategies to specific international market needs observing local constraints.
Demonstrate marketing and research abilities for strategic segmentation, targeting and positioning in overseas markets.
Critically examine how the key elements of the marketing and sales mix can be adapted for global markets.
Compare and contrast key issues regarding the selection, recruitment, training and development of an effective sales team
Evaluate the importance of sales channels, customer relationship management (CRM) systems and key account management (KAM) in global selling.
Prepare a marketing and sales plan for an international market