International Marketing Strategy

Full module specification

Module title:	International Marketing Strategy
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
40	60	0

Details of summative assessment

Form of assessment	% of credit	Size of the assessment (eg length / duration)
Individual report & group presentation	40	3000 words
Written examination	60	2 hours
	0
	0
	0
	0

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

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, 3^rd edition, Thompson Learning

Douglas S & Craig S, (2000) International Marketing Research, 2^nd 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, 3^rd edition, Wiley

Paliwoda S & Thomas M, (2003) International Marketing, 4^th edition, CIM/Butterworth – Heinemann

Terpstra V & Sarathay R, (2000) International Marketing (8^th Edition) Dryden

Usunier J, (2005) Marketing Across Cultures,4^th 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.bized.ac.uk

www.cim.co.uk

www.consumerpsychologist.com/international.htm

www.harvardbusinessonline.hbsp.harvard.edu/b02/en/cases/cases_home.jhtml

www.hec.unil.ch/jusunier/teaching/index.htm

www.marketingpower.com

Last revision date

06/01/2022