Module Descriptors
INTERNATIONAL MARKETING
MKTG70351
Key Facts
Digital, Technology, Innovation and Business
Level 7
15 credits
Contact
Leader: Fatimah Moran
Email: F.M.Moran@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 39
Independent Study Hours: 111
Total Learning Hours: 150
Assessment
- Coursework - Assignment weighted at 100%
Module Details
Assessment Details
Details 100% individual assignment of 3,000 words which assesses all learning outcomes and will normally be based on a case study.
Indicative Content
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
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
Resources
A range of resources, including, University library and IT facilities, the Internet, journals and databases
Texts
Clarke, G & Wilson, I (2009) International Marketing. McGraw-Hill, Maidenhead
Learning Outcomes
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)
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)
Learning Strategies
The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.