Module Identifier | MBM1510 | ||
Module Title | INTERNATIONAL MARKETS AND MARKETING | ||
Academic Year | 2001/2002 | ||
Co-ordinator | Ms Evangelia Katsikea | ||
Semester | Semester 2 | ||
Course delivery | Lecture | 2 hours per week | |
Assessment | Course work | Assessment based on case study analysis and written proposals for marketing plan. | 30% |
Exam | 70% |
1. understand the patterns of global shift,
2. understand the rationale for undertaking international marketing
activities;
3. assess the international market for a product;
4. evaluate the international market environment;
5. prepare an entry strategy and a marketing plan;
6. devise an international marketing strategy.
1. A series of six one hour lectures which establish the fundamentals of marketing and
international marketing.
2. Six one hour seminar sessions which include video presentations.
3. Ten one hour lectures which develop specific areas of interest in terms of market entry decisions, cultural diversity and global trade.
2. International Market Research
Starting point
Elimination of markets through screening
Researching candidate markets - Desk Research
- Informed Opinion
- Ad Hoc Research
Research techniques
Qualitative
Quantitative
3. International Marketing Management
Market entry decisions
Export product decisions
Export pricing decisions
Export distribution management
Publicity and promotion
4. Cultural Diversity
Problems of cultural diversity
Marketing in less developed countries
Marketing in developed countries
5. International Marketing Strategies
Regional strategy
Global strategy
Transnational strategy
6. Global Shift in Different Sectors
Textiles and clothing industries
Automobile industry
Electronics industry
Services sector