International Marketing
MODULE CODE
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Module Aims
Aim 1
The module aims:to consider International Marketing: that it is based upon the same theory and that it is not intrinsically different from national marketing; that a sound understanding of both the theory and practice of marketing is key to informing marketing decisions internationally; Whilst consumers and business customers overseas are essentially no different from those nationally, it must be recognised that there are cultural differences that need to be taken into account;to enhance the research skills of students and to develop their ability in critical thinking, applied to the international marketing situation.
Module Content
Background and Environment:
The scope and importance of international marketing.
The role of international marketing in world trade
The environment for foreign trade: economic, sociological, political, technical, legal, voluntary control, cultural and ethical issues.
The Country Life Cycle, the significance of trade barriers, models of Culture, SMEs/MNEs and world markets.
International Marketing Practice and Decision-Making:
Market entry research and strategies
Segmentation, research and market information strategies for global and individual foreign markets. Product, price, promotion and distribution strategies for global and individual foreign markets. International Ethics for companies – social and environmental responsibilities and international marketing.
Planning and Managing International Marketing, Porter’s Five forces model
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
Students will learn from a combination of the taught sessions (lectures and seminars) and study by working independently and in groups. A discussion board will be used to share information. Much of the learning will derive from the students’ own research and preparation work, particularly for the seminar activity. Critique may come both from their peers and from the tutor based upon both their oral and written contributions to the seminars.
Assessment Methods
This module is assessed through one Essay and one Case Study.
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Compulsory
