|| MM31010 |
|| INTERNATIONAL MARKETING |
|| 2006/2007 |
|| Miss Patricia A Cairns |
|| Semester 2 |
|| MM30710 |
| Course delivery
|| Lecture || 15 Hours. |
|| Seminars / Tutorials || 5 Hours. |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||2 Hours ||70%|
|Semester Assessment|| Individual report limited to 2,000 words||30%|
|Supplementary Exam||2 Hours ||70%|
|Supplementary Assessment|| Individual report limited to 2000 words||30%|
Learning outcomesOn successful completion of this module students should be able to:
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
The course aims to provide an understanding of the context of international marketing, challenges plans and implementation. The ethos is to ensure that the student is aware of the international issues and the pressures facing organisations in developing international marketing plans.
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.
International Marketing provides you with the opportunity to develop your understanding of Marketing that you will have acquired in earlier modules. By studying Marketing at the international level you will have the opportunity to explore the internationalisation process and the means by which marketers build global brands and respond to local conditions.
Conceptual Considerations: how should we define International Marketing?
Environmental Market Scanning: how should we structure the market scanning process?
Reasons for Internationalisation: why do firms Market Internationally?
Market Entry Methods: how do entry methods impact on international marketing efforts?
Product Policy: standardisation or adaptation?
Pricing Policy: what will the market take, what does the market want?
Distribution Policy: what are the most appropriate delivery systems?
Promotion Policy: how should communication be managed internationally?
International Marketing Planning: how should Marketing planning be reviewed, appraised and implemented?
Culture and Internationalisation: how important is culture?
International Services Market: is it possible to apply the same rules to services?
Market divestment: is it failure or realignment?
** Recommended Text
Bradley, F (2005) International Marketing Strategy: Analysis, Development and Implementation
5th edition. Prentice Hall, Harlow
Dickens, P (1998) Global Shift (Transforming the World Economy)
3rd edition. Paul Chapman Publishing
Phillips, C, Doole, I and Lowe, R (2001) International Marketing Strategy: Analysis, Development and Implementation
3rd edition. Thomas Learning
Terpstra, V and Sarathy, R (1999) International Marketing
8th edition. Dryden
These are all available through JoEy and Emerald Full Text
** General Text
European journal of marketing. http://www.aber.ac.uk/is/ejournals
MCB Publications Ltd. 0003090566
** Recommended Text
International Journal of Market Research
International Marketing Review
Journal of International Marketing
This module is at CQFW Level 6