The learning strategy for the module requires students to commit 150 learning hours (including assessment) of this there will be 30 hours of class support and 120 hours of independent and self directed study. Support will also be given by access to Scheduled Tutor Office Hours to support the module.

6 hours of lectures/large group based activity
12 hours of formal lectures
12 hours of tutor led activity - workshops and case study activity

Lectures will provide students with a broad theoretical overview and the conceptual frameworks needed to appraise and analyse current and contemporary environmental influences on international and global marketing. Tutorial/seminar support activities will provide students with the opportunity to develop and use a range of intellectual skills to apply the underpinning theories with a greater international and global focus through vignettes, cases and scenarios in order to formulate practical solutions in preparation for the assessment.

Independent study will require students to read and think about the case study preparatory questions that will form the basis of the tutorial/seminar discussions. Students are also required to organise and review their lecture notes and undertake preparatory reading and research on assigned material in order to participate in, and lead, class discussions individually and as part of a group.

An individual 2500 word assignment - 100% (Tests Learning Outcomes 1 and 2)

Must have studied Introductory Marketing or equivalent

Atkinson J and Wilson I (1996) Strategic Marketing Cases, Concepts an Challenges, Harper Collins
Chee H and Harris R (1998) Global Marketing Strategy, Pitman
Jeannet J-P & Hennessey H D (2004) Global Marketing Strategies, Houghton Mifflin; ISBN: 0618310592

Library, Internet, TV/Video

This module is designed to enable students to develop marketing strategies and plans in and across a range of different international environments with a focus on the traditional and contemporary elements of international and global marketing. As well as extending students' marketing and strategic skills obtained in the core modules into a global context which reflects the growing importance of multinational organisations, the module also develops knowledge and skills in international marketing processes.

Topics covered in the module will be drawn from: a comparison of varying models of the differences between the concepts of international and global marketing; globalisation and fragmentation of markets; contextualised review of the major dimensions of international and global marketing - political, economic and cultural differences between markets; analysis and targeting of international marketing opportunities; international market selection and expansion; market entry mode decisions ? evaluation and operation of export, contractual and investment techniques; global positioning and branding; marketing mix issues; international marketing planning; contemporary issues.