Module Information
Course Delivery
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Written report (group) 3,500 words per group member | 50% |
| Semester Assessment | Written essay 1,500 words | 30% |
| Semester Assessment | Individual presentation 10 minutes | 20% |
| Supplementary Assessment | Written report (individual) 4,000 words | 70% |
| Supplementary Assessment | Written essay 1,500 words | 30% |
Learning Outcomes
On successful completion of this module students should be able to:
* Demonstrate an understanding of the nature and importance of international marketing
* Critically assess market risk
- Analyse, evaluate and demonstrate a critical awareness of the impact of the global environment on strategic marketing
* Identify and critically assess the criteria used by businesses to identify new international markets, and the methods used to enter these markets
* Explain and evaluate how businesses manage international marketing campaigns
* Explain and evaluate how businesses manage relationships with their own customers with different nationalities and cultures
Brief description
This module examines the identification, entry into, and development of international/global markets. The module provides a thorough understanding of the theories, concepts and techniques of global and international marketing, including motives for international expansion, market selection and entry, management of communications and customer relations in international markets, and international branding
Content
- Motives for globalization: motives for international activity and barriers that inhibit international activity
- Market selection methods: the methods by which markets are selected, and patterns of international development
- Market entry methods: the methods by which markets are entered, and the relative value of these methods
- Global marketing and brand management
- Market divestment: reasons for, impact and consequences of divestment in global markets.
- Global marketing communications: how marketers manage global marketing campaigns
- Global Customer Relations Management and consumer behavior: how customers are managed within different cultures and markets
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | Through the quantitative areas integrated throughout the entire module |
| Communication | Oral communication will be developed through class participation and group work. Written communication will be developed through case preparation, assessment preparation, note taking and information based dialogue |
| Improving own Learning and Performance | Through both class and self-directed learning |
| Information Technology | Basics of data analysis using Excel |
| Personal Development and Career planning | Development of skills, theory analysis capabilities to allow effective management decisions |
| Problem solving | Identification of business issues related to marks and marketing functions. Identification of the relevant information for decisions and formulation of decisions |
| Research skills | Qualitative methods, survey methods and basic preparation and analysis |
| Subject Specific Skills | Marketing theoretical and applications; Competition based strategy; Qualitative and survey methods; Marketing segmentation and applications; |
| Team work | Through class preparation, the use of breakout group working case preparation and through the group assessment |
Notes
This module is at CQFW Level 7