| Code | MKT362 |
| School | EBSL |
| Module Level | 3 |
| Module Code | MKT362 |
| Class | GE|EL|MA|MI| |
| Availability | DE|SA| |
| Semester | 1 |
| Credits | 15 |
| ECTS Credits | 7.5 |
| Contact Hours | 48 |
| Self Study Hours | 102 |
| Course Aims | Today we live in a global marketplace. In order for a company to survive in this world-wide business climate, it is becoming increasingly necessary for it to compete on an international or even global level. Accordingly, it is essential for business students to understand the intricacies and complexities of marketing products and services around the world both on an operational and strategic level. Thus, the International Marketing course will serve to provide students with a framework of concepts and real-life business practices in which they can adhere to once they enter the business world.
The UK Graduate Careers Survey 2006 cited Media, Marketing and Sales as one most likely career directions for graduates with over a quarter of all students applying for positions in these areas. Marketing's popularity is increasing but in order for graduates to function in a fast-paced world where learning curves are getting steeper, and companies are less willing to take the time to train graduates, students entering the job market need to be prepared to make a meaningful contribution to corporate strategy and operations as soon as they join a company. |
| Course Content | What is International Marketing?
International Marketing Environment
Internationalisation Process
Identification of Potential International Markets
Modes of Foreign Market Entry
International Marketing Planning
International Product Strategies
International Marketing Communication Strategies
International Marketing Pricing Strategies
International Marketing Distribution/Channel Strategies
Market Research for International Marketing
E-marketing in the International Business Environment
Managing an International Marketing Programme
Core Skills ContentThe module will build on skills taught in Level 2 Marketing modules.
Research skills - Familiarity with a range of primary and secondary data
- Selecting and using appropriate research sources e.g. Online facilities
- Advanced research collection methods including qualitative and quantitative approaches Analytical skills
- An ability to analyse, without guidance, international marketing issues and generate appropriate recommendations
Effective problem solving and decision making skills - Use of qualitative and quantitative techniques in identifying and solving business problems Communication skills
- Oral skills - effective presentation of international marketing concepts and information
- Writing skills - production of international marketing essays and research reports in a clear and concise manner
- Use of a range of media - PowerPoint, widely used in the preparation of research reports and presentations
IT skills - The use of business software packages Word, PowerPoint, and the Internet.
Self management skills - Effective use of time and management of own learning
- Ability to plan and act with learner autonomy
- Development of initiative and enterprise
- Group management, interacting effectively within a team
Interpersonal skills - Active class participation, with ability to give and receive information and ideas, and modify responses, where appropriate
- Presentations, using a variety of formats
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| Learning Outcomes | A11, A13, B9, B10, B11, B12, C15, D12 |
| Presentation | The teaching and learning strategy of this module is action-based learning (J. Dalla Costa, 1995) and the assignment work in this module is reflective of the learning strategy. The module sessions will incorporate a variety of methods. The academic themes and knowledge base of the subject areas with the concepts and management practices will be presented in a lecture format. Seminar time will be devoted to analysing and critically interpreting case studies and other current real-life examples.
Students will be encouraged to construct small learning groups. A key component of the learning process will be additional reading and private study to be carried out between taught sessions. Seminar and lecture sessions will assume that this study has been carried out. Each week students may be asked to conduct formative short answer question papers, aid understanding and provide feedback on progress. These will be posted on the school's T-drive, as will all lecture slides, assignments and important course information. |
| Reading Recommended | Albaum, G., Strandskov, J., Duerr, E. and Dowd, L. (2005) International Marketing and Export Management, 5th edition, Prentice Hall
Bradley, F. (2005) International Marketing Strategy, 5th edition, Prentice Hall, Harlow
Keegan, W.J. (2002) Global Marketing Management, 7th Edition, Simon & Schuster, New Jersey
Keegan, W.J. Green M. (2005) Global Marketing, 4th edition, Prentice Hall, Harlow
Kotler, P. (2005) Marketing Management (International Edition), Prentice Hall, New Jersey
Lee, J. Usunier J. (2005) Marketing Across Cultures, 4th edition, Prentice Hall, London
Muhlbacher, H. Leihs, H. Dahringer, L (2006) International Marketing A Global Perspective, 3rd edition, Thompson, Bedford
Paliwoda, S.J. and Thomas, M.J. (1998) International Marketing, Butterworth-Heinemann, Woburn
Trade Press
Journal of Marketing
Business Week
The Economist
European Journal of Marketing
Harvard Business Review
Journal of Marketing Management
Long Range Planning
Marketing
Marketing Week
Useful Web Sites
www.marketing.haynet.com
www.mad.co.uk
www.mintel.co.uk (available via Regent's College library site)
www.euromonitor.com (available via Regent's College library site)
www.keynote.com
www.ft.com
www.businessweek.com
www.economist.com |
| Reading Required | Hollensen, S. (2004) Global Marketing Third Edition, Prentice Hall, Hemel Hempstead |
| Asseseement Methods | Individual written assignment, group written assignment & presentation; exam |