Spring

Unit(s) of Assessment	Weighting Towards Module Mark (%)
2,000 word group assignment	40
2 hour Open book examination	60

This module provides students with an inclusive framework for understanding critically the contextual, strategic and operational issues of International Marketing, and to develop their ability to apply and adapt theory to cases in International Marketing.

None

The aim of this module is to provide students with a comprehensive framework for understanding International Marketing.  This module initiates students to the theory, concepts, issues and practice of International Marketing.  The module identifies processes, context and influences associated with International Marketing strategies, develops students’ appreciation of strategies and plans for different economies and of the implications, monitoring and control of the international marketing process.

Learning outcomes are firstly disaggregated and listed explicitly under the four types of outcome:-

• knowledge and understanding (K/U)
• intellectual/cognitive skills (I/C)
• practical/professional skills (P/P)
• transferable skills (T)

Outcome Type	Module Pack Designation	Outcome
Knowledge and Understanding	A	Understanding of the practical and theoretical aspects and issues of international marketing
	E	Understanding of the implications of decisions in international marketing
Intellectual and Cognitive Skills	B	Relate understanding and application of the practical and theoretical issues of international marketing to own background
	D	Relate application and adaptation of the theory from the core modules to cases in international marketing
	E	Relate the implications of decisions in international marketing to own background
Professional and Practical Skills	B	Apply the practical and theoretical issues of international marketing
	C	Adopt an analytical approach to IMM topics/decisions
	D	Adapt and apply theory from the core modules to cases in international marketing
	E	Identify the implications of decisions in international marketing
Transferable		To be able to write concise reports and discuss international marketing concepts

Please note that transferable skills will apply to on and off the class (e.g. assignment preparation; case studies; discussions)

This module enables students to:

1. Gain an understanding of the practical and theoretical issues of international marketing
2. Apply the practical and theoretical issues of international marketing
3. Adopt an analytical approach to IMM topics
4. Adapt and apply theory from the core modules to cases in international marketing
5. Identify the implications of decisions in international marketing

• Decision over whether to Internationalize
• Global Market Environment
• Understanding the Global Customer
• Market Entry Strategies
• Designing the Global Marketing Programme
• Implementing and Coordinating the Global Marketing Programme
• Organization and Control of the Process

Lectures will cover the core knowledge required, this will provide theory and the opportunity to compare and contrast this theory with core concepts from other modules.

The seminars will be based upon international marketing cases and so will give students more practical understanding of actual issues. The analysis discussion and presentation of these cases will further their research and problem solving skills. This module includes use of the internet for international marketing

Students are expected to read the relevant learning material (including the electronic one) prior to lectures. Understanding through presentation and discussion, approaches to analysing international marketing and their importance commercially and socially. Through peer-learning and open discussion, testing out ideas and engaging in joint problem-solving of cases and particular research problems. Analsying markets strategies so as to extract meaningful information, gaining a view from the industry through video-presentation/guest speakers, e.t.c

A two hour lecture-seminar will take place every week (except reading week)

Core Texts (provided by School)
Doole, I and Lowe, R (2008) International Marketing Strategy, 5th ed., South Western Cengage Learning.

Supplementary Reading
De Burca, S., Fletcher, R. & Brow, L. (2004) International Marketing: An SME Perspective, FT Prentice Hall
Ghauri, P. and Cateora, P. (2006) International Marketing, 2nd ed., McGraw Hill
Cranfield School of Management (2000) MarketinG Management: A Relationship Marketing Perspective, Palgrave Macmillan
Quelch, J. and D'Andrea, G. (2001) Cases in Strategic Marketing Management, Prentice Hall
Hollensen, S (2004) Global Marketing: A Decision-responsive Approach, 3rd ed. FT/Prentice Hall
Muehlbacher, H., Leihs, H. and Dahringer, L. (2006) International Marketing: A Global Perspective, 3rd ed., Thomson
De Mooj, M.(2004) Consumer Behaviour and Culture, Sage Publications
Gillingan, C. and Wilson, R.M.S (2003) Strategic Marketing Planning, Butterworth-Heinemann

Journals
The Journal of Consumer Marketing
The European Journal of Marketing
Journal of Marketing Management
Business & Industrial Marketing
International Marketing Review
International Journal of Bank Marketing
International Journal of Retail and Distribution Management
Journal of International Consumer Marketing
Journal of International Marketing
Journal of International Marketing and Exporting
Journal of Global Marketing
Journal of International Marketing and Marketing Research
Overseas Trade
Export Today
International Journal of Advertising, Journal of Macromarketing... and others
For a wider, European view, you may want to access the ESOMAR site on http://www.esomar.nl, a site which includes a listing of marketing research bodies in various countries

12.11.2008