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Global business and international trade are central to many businesses and to be successful we need to consider all of the people and processes involved in the delivery of a value-added good or service across national or cultural boundaries. Advances in information, communication and transport technologies have transformed business, increased efficiencies, lowered costs and sped up production and delivery of many goods and services. In turn this has changed the competitive landscape of businesses operating globally and understanding how to manage and navigate these complex marketing challenges is a critical skill requirement of a successful professional marketer.

In this course, we introduce the complexities of international trade, and value chains that are common in modern business. The main perspective students will take out of this course is how to analyse the global marketing environment, evaluate a firm's internal capabilities, and provide reliable market information to assist management in making strategic global marketing decisions. Another key aspect of this course is the focus on understanding the importance of developing networks and strategic alliances, and managing global crisis. This course introduces students to a broad and coherent knowledge of global marketing, and develop their ability to critically analyse. Students will also learn about the complexities of social, cultural, legal and political, environmental, and ethical influences that as a professional marketer has to consider in a global business context. Students should have some fundamental understanding of marketing principles and knowledge to be effective learners in this course.

On successful completion of this course students should be able to:

1. describe and explain the context of global marketing and global value chain, networks and strategic alliances, and crises management;
2. develop relevant artefacts to identify reliable and valid information sources to address global marketing issues;
3. explore and manage global relationships and marketing crises
4. apply environmental analysis to real life company's situations in new and existing global markets, and critically evaluate the implications for global marketing decisions;
5. effectively communicate findings and recommendations on current, cultural, and ethical issues relating to complex global marketing decisions in a professional standard.