Marketing Strategy

After completing the module the student should be able to:


1. Critically evaluate the contribution of market segmentation and market research in international
marketing.
2. Assess the role of scanning the market environment in identifying opportunities and threats in the
marketplace.
3. Research and evaluate marketing information to assess an organization's marketing strategy.
4. Compare and contrast market entry strategies.
5. Assess how the marketing mix can be configured to achieve market strategy objectives.