EURM002


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2010/1 Module Catalogue

Module Code: EURM002

Module Title: EUROPEAN & INTERNATIONAL MARKETING

Module Provider: Politics	Short Name: LIC502
Level: M	Module Co-ordinator: GUERRINA R Dr (Politics)
Number of credits: 15	Number of ECTS credits: 7.5

Module Availability

Autumn Semester

Assessment Pattern

Unit(s) of Assessment	Weighting Towards Module Mark (%)
Essay (2500 words)	50%
Essay (2500 words)	50%
Qualifying Condition(s) A weighted aggregate mark of 50% is required to pass the module.

Module Overview

The module aims to examine the principal international marketing theories and concepts and to apply them through both case studies and individual marketing analyses conducted by the student.

Prerequisites/Co-requisites

None

Module Aims

The main aims of this module are:

To enable students to develop a thorough understanding of international marketing theory and key concepts.
To develop a knowledge and understanding of vocabulary associated with international/global marketing strategy in different types of economies, organisations and market situations.
To appreciate the complexities of international and global marketing in a mix of economies.
To create an awareness of processes, context and influences associated with international and global marketing strategies in a range of economies.
To develop students’ appreciation of strategies and plans for a mix of international and global economies.
To develop an understanding of the implications for implementation, monitoring and control of the international marketing planning process.

Learning Outcomes

On successful completion of the module, students will be able to:

SUBJECT-SPECIFIC

Demonstrate a thorough understanding of international marketing theory and key concepts.
Appreciate the complexities of international and global marketing in a mix of economies.
Demonstrate an awareness of processes, context and influences associated with international and global marketing strategies in a range of economies.
Possess a knowledge and understanding of vocabulary associated with international/global marketing strategy in different types of economies, organisations and market situations.
Show an understanding of the implications for implementation, monitoring and control of the international marketing planning process.

GENERAL

Appreciate business strategies and plans for a mix of international and global economies.
Demonstrate research, argument and presentation skills associated with preparation of marketing assessments.

Module Content

Definition & history of marketing; history; the marketing concept; the marketing mix
International Marketing: definition; specific aspects; differences from domestic marketing
International Marketing Environments: legal; social, cultural; technical; economic; political
International Market Research: sources of data; secondary and primary data; problems; analysis for market entry
Market Entry Decisions: strategies; methods; segmentation
International Product Planning: product life cycles; product mix; strategies
International Pricing: objectives; methods; transfer pricing
International Distribution: channels of distribution; selection; motivation; logistics
International Promotion: advertising; sales promotions; media; evaluation
Marketing Strategies and Planning: strategic issues; standardisation; planning process