|| MM30420 |
|| INTERNATIONAL MARKETING |
|| 2007/2008 |
|| Miss Patricia A Cairns |
|| Intended for use in future years |
|Next year offered
|| N/A |
|Next semester offered
|| N/A |
|| MM30710 , MM31420 , MM35210 |
| Course delivery
|| Lecture || 12 x 2 hour lectures |
|| Seminars / Tutorials || 4 x 1 hour |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||3 Hours ||100%|
|Supplementary Exam||3 Hours ||100%|
On completion of this module, students should be able to:
Demonstrate understanding of the nature and importance of international marketing.
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.
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.
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.
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.
|| 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. |
|| Evaluate research methods, design and procedures. |
|| Read in different contexts and for different purposes. |
|Subject Specific Skills
|| Through the: Assessment of market risk. |
** Recommended Text
Alexander, N (1997) International Retailing
Czinkota, M and I Ronkainen (2003) International Marketing
South Western College Publishing
Ghauri, P and G Cateora (2005) International Marketing
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
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
This module is at CQFW Level 6