On successful completion of this module the student will be able to: • Critically evaluate issues concerning consumer culture, country of origin and the symbolic importance of the brand to the global consumer • Demonstrate an advanced understanding of the role of market analysis and the key decision involved in competing in a global marketplace • Evaluate the need for the strategic marketing mix adaptations when entering international markets • Demonstrate an in-depth and practical understanding of the analytical frameworks for strategic marketing planning • Critically appraise alternative competitive marketing strategies and recommend optimal strategy • Develop a strategic marketing plan and demonstrate the ability to design methods of monitoring and evaluating plan implementation.