Participants will develop an understanding of the underlying factors for designing marketing strategies and when a business needs to reformulate its marketing strategies. They will also understand the techniques for gathering information, undertaking strategic analysis and formulating strategies. They will also be sensitized to the emerging perspectives on strategic marketing in a global marketplace.

This course is also designed for participants to gain an understanding of the importance of international marketing and how to manage marketing on a global level. Participants will be able to differentiate between marketing locally and internationally. They will be knowledgeable of how to coordinate international marketing activities.

On the successful completion of this course, participants should be able to:

1. Distinguish between strategic planning and traditional planning
2. Conduct a corporate appraisal
3. Assess the corporate strategic direction chosen by a company
4. Evaluate the adequacy of a company’s strategy
5. Evaluate the impact of leadership on strategic planning
6. Assess the relevance of experience curves in formulating pricing strategy
7. Measure the value of marketing strategies
8. Suggest a marketing strategy of a company
9. Distinguish between the major product strategies
10. Assess the various pricing strategies a company can take
11. Compare the pricing strategy for new products with those for established products
12. Evaluate the various channel structure strategies that a company can use to distribute it products
13. Assess the strategies for developing promotional perspectives
14. Analyze the role that marketing plays in the global business strategy
15. Distinguish between international marketing and marketing in the domestic context
16. Assess the impact of various economic systems on International marketing
17. Identify the various stages of market development
18. Assess the effect of international organizations and regional groups on the international legal environment
19. Discuss how companies can manage exchange rate exposure
20. Formulate a global marketing strategy that is consistent with a firm’s overall strategy
21. Apply relevant techniques for conducting international marketing research
22. Assess strategies for entering foreign markets
23. Compare and contrast direct and indirect exporting
24. Appraise the various strategies for global market expansion
25. Critique approaches to product development for international markets
26. Analyze the various strategies used for establishing global prices
27. Outline the environmental influences on pricing decisions
28. Assess the special roles and problems of transfer pricing in international marketing