Module Descriptors
INTERNATIONAL MARKETING
XXEM70085
Key Facts
Faculty of Business, Education and Law
Level 7
15 credits
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
- ASSIGNMENT weighted at 100%
Module Details
Module Additional Assessment Details
100% individual assignment of 3,000 words which assesses all learning outcomes and will normally be based on a case study.
Module Learning Strategies
Contact hours include - Lectures, Case Study Based Tutorial and Student Seminars and Role Play. An international marketing computer simulation may also be used.
Self Managed Learning includes Background Reading, Case Study and Seminar Preparation and Assignment Preparation and business game activity (if used). 36 hours formal in class teaching will be given to all students.
Self Managed Learning includes Background Reading, Case Study and Seminar Preparation and Assignment Preparation and business game activity (if used). 36 hours formal in class teaching will be given to all students.
Module Resources
Journals
Library
Internet
Video
Library
Internet
Video
Module 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. As well as extending students' marketing and strategic skills obtained in earlier modules into a global context, it develops knowledge and skills in international marketing processes.
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.
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.
Module Texts
Clarke, G & Wilson, I (2009) International Marketing. McGraw-Hill, Maidenhead.