| Module Identifier |
MBM1510 |
| Module Title |
INTERNATIONAL MARKETS AND MARKETING |
| Academic Year |
2007/2008 |
| Co-ordinator |
Dr Brigitte Biehl |
| Semester |
Semester 2 |
| Course delivery |
Lecture | 2 Hours. 2 hours per week |
| Assessment |
| Assessment Type | Assessment Length/Details | Proportion |
|---|
| Semester Exam | 2 Hours | 70% |
| Semester Assessment | A prepared group report with a limit of 2000 words
| 30% |
| Supplementary Exam | 2 Hours | 70% |
| Supplementary Assessment | An individual report with a limit of 2000 words | 30% |
|
Learning outcomes
On successful completion of this module students should be able to:
have an understanding of:
The rationale for undertaking international marketing activities
Market selection
Market entry methods
The internationalisation process
The role of culture in the internationalisation process
International marketing strategy
Aims
The course aims to increase the awareness of students of the international context in which organisations operate. The issues facing organisations in terms of marketing strategy and the external pressures and opportunities. This will be based on the fundamental principles of marketing and the international context.
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.
Brief description
The delivery mechanism is a series of lectures but also case studies and student led debates on selected topics. The session will run on specific weeks during the semester as outlined in the course plan.
Content
-
Market Selection
-
Market Entry Strategy
-
The Internationalisation Process
-
Designing the Global Marketing Programme
-
The Role of Culture
Reading Lists
Books
** Essential Reading
Hollensen, Svend. (2007.) Global marketing :a decision-oriented approach /Svend Hollensen.
4th ed.. Financial Times Prentice Hall 0273706780
** Recommended Text
Dickens, P (1998) Global Shift
3rd edition. Paul Chapman Publishing
Phillips, C, Doole, I and Lowe, R (2001) International Marketing Strategy: Analysis, Development and Implementation
3rd edition. Thomson Learning
Terpstra, V and Sarathy, R (1999) International Marketing
8th edition. Dryden
Notes
This module is at CQFW Level 7