Module Identifier | MM31010 | ||
Module Title | INTERNATIONAL MARKETING | ||
Academic Year | 2002/2003 | ||
Co-ordinator | Suzanne Cole | ||
Semester | Semester 2 | ||
Pre-Requisite | MM30710 | ||
Course delivery | Lecture | 15 Hours | |
Seminars / Tutorials | 5 Hours | ||
Assessment | Semester Exam | 2 Hours | 70% |
Semester Assessment | Individual report limited to 2,000 words | 30% |
The emphasis throughout is on the application to current business issues and practice. Students will be encouraged to read around the subject with a focus on current articles to show the reality of the issues and the challenges organisations face.
Understand the nature and importance of international marketing
Examine the value of marketing research and risk assessment of markets
Appreciate the impact of the global context on organisations
Outline and prepare an international marketing plan
Examine the value of marketing tools in the international context
Week 1
Background and context of marketing and international marketing
Building competitive advantage
Week 2
International marketing research, tools and techniques plus risk assessment of markets
Week 3
Globalisation, its impact and importance
Week 4
International marketing planning its structure, contents and application
Week 5
Using the marketing tools in an international context.