Gone are the stable markets of yesteryear. Few companies these days could claim to be purely domestic. Today's global markets are characterised by rapidly changing customer wants, accelerating pace of technological advances, and intensifying competition, presenting major challenges. The impact of marketing and the contribution of marketing to organisational performance in the dynamic, globally competitive markets of today will be addressed.

This module focused on what being market orientated really means in practice. It developed knowledge of the theories. concepts, models, techniques and current best practice for developing and implementing marketing in a globalised market. Marketing decision-making should not take place in a vacuum. Emphasis was placed on differences, opportunities and threats emerging from diverse demographic, competitive and cultural environments and on the implementation of marketing decision-making tasks at three levels, the macro level at which country selection decisions are made; national level at which market entry decisions are made; and the market level where marketing mix (the product/service offering, customer service, branding and communications, pricing and channels) decisions are made.