ABSTRACT
Global firm – A firm that, by operating in more than one country, gains R&D, production, marketing and financial advantages in its costs and reputation that are not available to purely domestic competitors
Global organization – A form of international organization whereby top corporate management and staff plan worldwide manufacturing or operational facilities, marketing policies, financial flows and logistical systems. The global operating unit reports directly to the chief executive, not to an international divisional head
n The module emphasizes the importance of developing positive working relationships within the marketing team and with external agents and internal organizational functions via effective communication and effective management of quality and customer care
n You need to show awareness of the challenges that marketing teams face operating in a global context
n The need for appropriate research to inform the planning process
n Developing effective communication strategies so that people have the right information to complete the task is important
by identifying knowledge, skills and other essential attributes required
n Building strong marketing teams through flexible and adaptable leadership
n Motivating teams and individuals to raise their performance by recognizing and rewarding achievement
n The importance of planning for operational marketing, including auditing, setting objectives, scheduling, resourcing, implementing and evaluating the plan
n The need to communicate effectively as a team when working together on projects and to develop a communication strategy for the marketing plan.
