Module
International Marketing Strategy
Full module specification
Module title: | International Marketing Strategy |
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Module code: | EXE3103 |
Module level: | 3 |
Academic year: | 2021/2 |
Module lecturers: | |
Module credit: | 20 |
ECTS value: | |
Pre-requisites: | |
Co-requisites: | |
Duration of module: |
Module aims
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.
ILO: Module-specific skills
- 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
- 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
- 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
Summative assessment (% of credit)
Coursework | Written exams | Practical exams |
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40 | 60 | 0 |
Details of summative assessment
Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
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Individual report & group presentation | 40 | 3000 words | ||
Written examination | 60 | 2 hours | ||
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0 | ||||
0 | ||||
0 |
Syllabus plan
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Economic bases for international trade
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Protectionism and free trade including globalisation
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International institutions/agreements
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International marketing environment
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Evaluating customer buying behaviour in different countries at different stages of development
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Using market research to identify opportunities, similarities and differences
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Determining pricing strategies for international markets
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Selecting a product management strategy for international markets
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Selecting a distribution strategy
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International marketing communication issues
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
Module has an active ELE page?
Yes
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
Last revision date
06/01/2022