Module Information
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 11 x 2 hours |
| Seminars / Tutorials | 4 x 2 hour |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Exam | 2 Hours Unseen written examination Unseen written examination | 70% |
| Semester Assessment | 2,000 word report | 30% |
| Supplementary Exam | 2 Hours Unseen written examination Repeat failed elements | 70% |
| Supplementary Assessment | 2,000 word report Repeat failed elements | 30% |
Learning Outcomes
On successful completion of this module students should be able to:
* Demonstrate understanding of the nature and importance of international marketing;
* Assess market risk;
* Demonstrate understanding of the impact of the global environment on strategic marketing;
* Identify business problems;
* Draw reasoned conclusions from data and complex problems;
* Critically evaluate arguments and evidence;
* Apply the concepts of international marketing.
Aims
To facilitate understanding of the manner in which the commercial focus of an organisation is informed and directed by international marketing operations and strategy.
Brief description
International Marketing provides an opportunity to develop an understanding of Marketing that will have been acquired in earlier modules. By studying Marketing at international level students will have the opportunity to explore the internationalisation process and the means by which marketeers build global brands and respond to local conditions.
Content
- Motives for Internationalisation - The reasons behind international activity and the barriers that inhibit international activity.
- Market Selection Methods - The methods by which markets are selected and the patterns of international development.
- Market Entry Methods - The methods by which markets are entered and the relative value of these methods.
- International Marketing Management - How marketeers manage brands in the global environment.
- Market Divestment - The reasons for, impact and consequences of divestment in international markets.
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | Insignificant in this module. |
| Communication | Students will develop written communication skills when submitting written work for seminars and in the exam. Listening and speaking skills will be developed in lectures and seminars. |
| Improving own Learning and Performance | Students will need to devise and apply realistic learning and self-management strategies. |
| Information Technology | Students will be expected to use a word-processor to prepare their written work for seminars. Students will be expected to use e-mail and Blackboard. |
| Personal Development and Career planning | Marketing is a subject that is strongly related to practice, and so it is inevitable that students will develop knowledge and communication skills relevant to career planning. |
| Problem solving | In lectures and in seminars students will be presented with simple cases of situations that marketing managers or regulators might face, and be asked to suggest alternative solutions and decide which is best. |
| Research skills | Students develop library search skills, for use in writing coursework. |
| Subject Specific Skills | The assessment of international marketing programs and associated risks. |
| Team work | No team work is required in this module. |
Reading List
Should Be PurchasedClarke, G., and Wilson, I. (2009) International Marketing McGraw-Hill, London, UK Primo search Czinkota, M., I Ronkainen and Zvobgo, G. (2011) International Marketing South-Western Cengage Learning, Hampshire, UK Primo search
Hollensen, Svend. (2011.) Global marketinga decision-oriented approach /Svend Hollensen. https://www.dawsonera.com/guard/protected/dawson.jsp?name=https://shibboleth.aber.ac.uk/shibboleth&dest=http://www.dawsonera.com/depp/reader/protected/external/AbstractView/S9780273726272 5th ed. Financial Times Prentice Hall
Notes
This module is at CQFW Level 6