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.

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.

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.

·         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 Promotion: advertising; sales promotions; media; evaluation

·         Marketing Strategies and Planning: strategic issues; standardisation; planning process