What you’ll learn3 learning objectivesChoose one objective for a focused lesson, or study the complete topic.8.2.1Marketing strategy planning• Planning the marketing strategy- the contents of a marketing plan: objectives, resources, research, marketing mix- the benefits and limitations of marketing planningSyllabus objective8.2.2Marketing strategy approaches• Approaches to marketing strategy- the need for the marketing strategy to be consistent with the business, the product and the market- the need for and development of a coordinated marketing strategy- the development of marketing strategies that are focused towards achieving specific marketing objectives- the changing role of Information Technology (IT) and Artificial Intelligence (AI) in marketingSyllabus objective8.2.3International marketing• Strategies for international marketing- the implications for marketing of increased globalisation and economic collaboration- the importance of international marketing for a business- international markets - identification, selection and entry- whether a business in a given situation should develop an international market through pan-global marketing or maintain local differences- choosing a strategy, in a given situation, to develop a global market- the factors influencing the method of entry into international marketsSyllabus objective