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)

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

International marketing explores the marketing of products and services outside of a brand’s domestic audience. The module is designed to enable students to develop marketing strategies and plans in and across a range of different international market environments. Understanding ethical dilemmas is critical to successful marketing, particularly in the digital marketing context. This module addresses these issues through formulating ethical and socially responsible marketing decisions.

VLE learning support material to be provided for independent / self-directed learning¿
LinkedIn Learning¿
Microsoft Educator Centre¿
Module handbook¿
Open Textbook Library¿
Adobe Creative Cloud (University Licence)

Prepare an individual presentation to inform a selected company (from a pool of 5 companies that will be provided) about the potential launch into a new market. Your presentation should address external environmental considerations using appropriate analytical models and frameworks to develop an international marketing strategy (15 minutes presentation + 15 minutes Q&A session)

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.

These are indicative only. You will be expected to complete independent extended reading

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

Hollensen, S, (2010) Global Marketing : A Decision Orientated Approach, Pearson Education ISBN 978-0-273-72622-7

Keegan W. J., & Green M. (2013) Global Marketing (7th Edn) Prentice Hall ISBN 9780132719155

Marketing Management, 2009, Kotler, P, Keller K, Pearson Education, ISBN 978-0-273-7856-7

Eagle, L. & Dahl, S. (2015) Marketing Ethics and Society, SAGE, London

Dahl, S., De Pelsmacker, P., Taylor, C. & Eagle, L. (2020) The Sage Handbook of Marketing Ethics, SAGE, London