This course is designed to equip students with a deep understanding of marketing with an international orientation and will prepare students to enter the globalised world. Student will learn to develop integrated marketing strategies taking into consideration the strategic implications of segmentation, targeting, positioning and digital environment, and how they are developed within the context of customer, competitor, and context analysis through carefully selected case studies.

• Critically evaluate key theoretical frameworks and processes used for strategic marketing in international context. 

• Develop a productive marketing strategy that caters for growth and innovation in respond to existing and future stakeholder requirements.

• Propose a strategic marketing plan including integrated marketing communication in the context of new normal.

This microcredential will increase your confidence in applying marketing principles to your work and using marketing concepts to solve business problems.

In particular, it will enhance the employability of:

• Professionals who would like to progress to management level.
  

• Professionals who are new to a marketing role or work in marketing but lack formal qualifications.

• Senior professionals looking to develop their marketing and management skills.

• Self-employed professionals looking to develop their skills and knowledge of marketing.