Module Identifier MBM1510  
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%  

Aims and objectives

To give individuals an insight into market factors which influence and encourage organisations to trade outside domestic markets. To introduce the principles and concepts underpinning international marketing and to provide appropriate background on engaging in business on a global basis.

Learning outcomes

By the end of the course students will be able to:

1. understand the patterns of global shift,
2. understand the rationale for undertaking international marketing   
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.

Syllabus / Curriculum design

The module is presented as a package comprising:

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.


1. Background to international trade and business

International marketing within a global context
Evolution of the global economy
Theory of Comparative Advantage
International PLC
Theory of Production Sharing

2. International Market Research

Starting point
Elimination of markets through screening
Researching candidate markets - Desk Research
   - Informed Opinion
   - Ad Hoc Research
Research techniques

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

Reading Lists

Dicken, P,. (1998) Global Shift [Transforming the world economy]. 3rd. Paul Chapman Publishing Limited
Phillips, C, Doole, I & Lowe, R.. (1994) International Marketing Strategy: Analysis, Development and Implementation. Routlege
Terpstra, V and Sarathy, R.. (1997) `International Marketing?. 7th. Dryden
Paliwoda, SJ, and Ryans, JK,. (1995) International Marketing Reader. Routlege