International Marketing

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.

• 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

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.

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.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

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.

Repeat Information

Repeat type: Internal & External