International Marketing Strategy
| Module title | International Marketing Strategy |
|---|---|
| Module code | EXE3103 |
| Academic year | 2021/2 |
| Credits | 20 |
| Module staff |
Module aims - intentions of the module
This module will enable students to develop a thorough understanding of international marketing theory and key concepts. It will enable them to appreciate the complexities of international marketing in a mix of economies.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Explain the economic basis of international trade
- 2. Examine the changing nature of the international trading environment
- 3. Determine marketing strategies appropriate to industrialisation and developing economies, and identify relevant sources of information
- 4. Analyse the effectiveness of differing international marketing strategies
- 5. Determine appropriate control measures in international operations
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 6. Evaluate and apply knowledge of a range of different concepts and perspectives
- 7. Critically analyse different approaches to practical situations
- 8. Create an awareness of processes and influences relevant to the international trading environment
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 9. Communicate ideas in a variety of different formats
- 10. Select and organise material and present it to a strict deadline
- 11. Effectively manage work time both independently and as a member of a group
Syllabus plan
-
Economic bases for international trade
-
Protectionism and free trade including globalisation
-
International institutions/agreements
-
International marketing environment
-
Evaluating customer buying behaviour in different countries at different stages of development
-
Using market research to identify opportunities, similarities and differences
-
Determining pricing strategies for international markets
-
Selecting a product management strategy for international markets
-
Selecting a distribution strategy
-
International marketing communication issues
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 40 | 60 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Individual report & group presentation | 40 | 3000 words | ||
| Written examination | 60 | 2 hours | ||
| 0 | ||||
| 0 | ||||
| 0 | ||||
| 0 |
Indicative learning resources - Basic reading
Bennett R & Blythe J (ed) (2002) International Marketing: Strategy, Planning, Market Entry and Implementation, Kogan Page
Doole I & Lowe R, (2003) International Marketing Strategy: Analysis, Development and Implementation, 3rd edition, Thompson Learning
Douglas S & Craig S, (2000) International Marketing Research, 2nd edition, Wiley
Jeannet J & Hennesey H, (2004) Global Marketing Strategies, Houghton Mifflin
Keegan W & Schlegelmilch B, (2001) Global Marketing Management: A European Perspective,FT/Prentice Hall
Kotabe M & Helsen K, (2003), Global Marketing Management, 3rd edition, Wiley
Paliwoda S & Thomas M, (2003) International Marketing, 4th edition, CIM/Butterworth – Heinemann
Terpstra V & Sarathay R, (2000) International Marketing (8th Edition) Dryden
Usunier J, (2005) Marketing Across Cultures,4th Edition, FT/Prentice Hall
Indicative learning resources - Web based and electronic resources
Journals/Articles/other source material:
Journal of International Marketing
The Guardian Online
The Sunday Times
Marketing
Marketing Week
Marketing Business
Websites:
www.consumerpsychologist.com/international.htm
www.harvardbusinessonline.hbsp.harvard.edu/b02/en/cases/cases_home.jhtml
www.hec.unil.ch/jusunier/teaching/index.htm
| Credit value | 20 |
|---|---|
| NQF level (module) | 6 |
| Available as distance learning? | No |
| Last revision date | 06/01/2022 |