Details:- 100% individual assignment of 3,000 words which assesses all learning outcomes and will normally be based on a case study.

The module is designed to enable students to develop marketing strategies and plans in and across a range of different international market environments.

Content includes:
1. A comparison of varying models of the differences between the concepts of international and global marketing.
2. A contextualised review of political, economic and cultural differences between markets.
3. International market selection and expansion.
4. Market entry mode decisions. Evaluation and operation of export, contractual and investment strategies.
5. Positioning and branding strategies in international markets.
6. Marketing mix issues.
7. International Marketing Planning.
8. CSR and ethical issues

Contact hours include - Lectures, Case Study Based Tutorial and Student Seminars and Role Play. Self Managed Learning includes Background Reading, Case Study and Seminar Preparation and Assignment Preparation and possibly a business game activity.

A range of resources, including, University library and IT facilities, the Internet, journals and databases

Clarke, G & Wilson, I (2009) International Marketing. McGraw-Hill, Maidenhead.

1. IDENTIFY AND EVALUATE THE IMPLICATIONS OF MAJOR ENVIRONMENTAL INFLUENCES AFFECTING GLOBAL AND INTERNATIONAL MARKETS.(ENQUIRY, KNOWLEDGE & UNDERSTANDING)

2. SELECT, ADAPT, DEVELOP AND APPLY APPROPRIATE ANALYTICAL MODELS AND FRAMEWORKS TO ANALYSE AND ASSESS GLOBAL AND INTERNATIONAL MARKETING PROBLEMS AND OPPORTUNITIES (ANALYSIS, APPLICATION, KNOWLEDGE & UNDERSTANDING)

3. DEVELOP GLOBAL AND INTERNATIONAL MARKETING STRATEGIES AND PLANS (LEARNING, PROBLEM SOLVING)

4. REFLECT ON THE CHALLENGES FOR MANAGERS IN PLANNING, COMMUNICATING, NEGOTIATING, LEADING AND CONTROLLING MARKETING ACTIVITIES IN COMPLEX ORGANISATIONAL AND INTERNATIONAL CULTURAL CONTEXTS. (ANALYSIS, COMMUNICATION, REFLECTION)