MM30420 - INTERNATIONAL MARKETING

Module Identifier

MM30420

Module Title

INTERNATIONAL MARKETING

Academic Year

2007/2008

Co-ordinator

Miss Patricia A Cairns

Semester

Intended for use in future years

Next year offered

N/A

Next semester offered

N/A

Pre-Requisite

MM30710 , MM31420 , MM35210

Course delivery

Lecture

12 x 2 hour lectures

Seminars / Tutorials

4 x 1 hour

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	3 Hours	100%
Supplementary Exam	3 Hours	100%

Learning outcomes

On completion of this module, students should be able to:

Demonstrate understanding of the nature and importance of international marketing.

Assess market risk.

Demonstrate understanding of the impact of the global environment on strategic marketing.

Identify business problems.

Draw reasoned conclusions from data and complex problems.

Critically evaluate arguments and evidence.

Apply the concepts of international marketing.

Aims

To facilitate students understanding of the manner in which the commercial focus of an organisation is informed and directed by international marketing operations and strategy.

Brief description

International Marketing provides an opportunity to develop an understanding of Marketing that will have been acquired in earlier modules. By studying Marketing at international level students will have the opportunity to explore the internationalisation process and the means by which marketeers build global brands and respond to local conditions.

Content

The module content is focused on the following areas of study:
Motives for Internationalisation - The reasons behind international activity and the barriers that inhibit international activity.
Market Selection Methods - The methods by which markets are selected and the patterns of international development.
Market Entry Methods - The methods by which markets are entered and the relative value of these methods.
International Brand Management - How marketeers manage brands in the global environment.
Market Divestment - The reasons for, impact and consequences of divestment in international markets.

Module Skills

Problem solving	Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.
Research skills	Evaluate research methods, design and procedures.
Communication	Read in different contexts and for different purposes.
Subject Specific Skills	Through the: Assessment of market risk.

Reading Lists

Books
** Recommended Text
Alexander, N (1997) International Retailing Blackwell, Oxford
Czinkota, M and I Ronkainen (2003) International Marketing South Western College Publishing
Ghauri, P and G Cateora (2005) International Marketing Blackwell, Oxford
Morgan, N, Pritchard, A and R Pride (2004) Destination Branding: Creating the Ynique Destination Proposition Butterworth Heinemann, London
Westerbeek, H and A Smith (2003) Sport Business in the Global Marketplace Palgrave Macmillan, London

Journals
European Journal of Marketing
Europeqan Journal of Marketing
International Journal of Bank Marketing
International Journal of Retail and Distribution Management
International Marketing Review
Journal of Marketing Management

Notes

This module is at CQFW Level 6