Module overview
The module covers the role and function of marketing; it also provides opportunities to gain practical skills in marketing and international marketing. The module has been designed specifically to equip you with the knowledge you need to understand and contribute to the delivery of international (non-domestic) marketing, whether that means working with a large multi-national, a smaller company, or even your own business.
Aims and Objectives
Learning Outcomes
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- apply theory to practice;
- demonstrate effective oral and written communication.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the issues and complexities facing businesses when moving into international markets;
- the necessity of focusing on the customer as a key ingredient of organisational success and creating value through marketing;
- techniques/frameworks for the analysis of environmental and competitive forces in an international setting;
- the importance of understanding different international culture traits, noting the implication for organisations.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- analyse and apply the various components of the international marketing mix;
- evaluate the impact of recent environmental changes and identify market opportunities and relevant mode of entry.
Syllabus
- Internationalisation theories and practices
- The global marketing environment e.g. political, legal, economic, socio-cultural
- Market entry methods
- Impact of technology in international marketing
- Designing an international marketing programme - pricing, product, place communications decisions
- Ethical marketing practices and social responsibility and sustainability within international contexts
Learning and Teaching
Teaching and learning methods
The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material. Lectures will be used to set the agenda and further develop the material recommended in the reading list. Teaching materials may include case studies, videos, topical broadcast materials and research papers.
It is impossible to cover all the module material in the lectures and classes. It is recommended that you prepare beforehand. This involves reading and making notes from the core texts.
Type | Hours |
---|---|
Independent Study | 63 |
Teaching | 12 |
Total study time | 75 |
Resources & Reading list
General Resources
Access to the latest marketing journals, databases to supplement reading.
Textbooks
Keegan, W. J. & Green, M. C. (2017). Global Marketing. Pearson.
Hollensen, S. (2017). Global Marketing. Pearson.
Doole, I., Lowe, R. & Kenyon, A. (2016). International Marketing Strategy: Analysis, Development and Implementation. Cengage Learning.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Individual Coursework In-class activitiesSummative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
Repeat Information
Repeat type: Internal & External