IB388-15 International Marketing

Department: Warwick Business School
Level: Undergraduate Level 3
Module leader: Jenny Lloyd
Credit value: 15
Module duration: 10 weeks
Assessment: 50% coursework, 50% exam
Study location: University of Warwick main campus, Coventry

Introductory description

N/A.

Module aims

This course is designed as an advanced marketing option which builds upon the understanding gained in IB209 Marketing. It focuses upon issues which are specific challenges for international marketers. These include operation in turbulent and globally interlinked economies, designing global marketing strategies and determining the international marketing mix.

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

The Decision Whether to Internationalize.
Theories of Internationalization and International Competitiveness.
Deciding, Which Markets to Enter.
Market Entry Strategies.
International Product Decisions.
International Pricing and Distribution.
International Promotion.
Implementing and Coordinating the Global Marketing Programme.
Exam Preparation and Revision.

Learning outcomes

By the end of the module, students should be able to:

Understand and communicate effectively critical concepts in international marketing.
Evaluate critically firm internationalisation from a marketing perspective, and describe the differences between international and domestic marketing.
Analytical skills in the examination of cases and relevant examples.
Ability to conduct relevant research and summarise important insights related to a business decision.
Discuss competently the implications of international marketing for marketing practice.

Indicative reading list

S Hollensen, Global Marketing, Pearson, 6th edition, 2014.
P Ghauri and P. R. Cateora, International Marketing, McGraw-Hill, 4th edition, 2014.
Banerjee, S., Prabhu, J. C., and R. K. Chandy (2015). Indirect Learning: How Emerging-Market Firms Grow in Developed Markets. Journal of Marketing, 79(1), 10-28.
Baughn, C., Bodie, N. L., Buchanan, M. A., and M. B. Bixby (2010). Bribery in International Business Transactions. Journal of Business Ethics, 92, 15-32.
Corstjens, M. and R. Lal (2012). Retail Doesn’t Cross Borders: Here’s Why and What to Do About it. Harvard Business Review, April.

Subject specific skills

Demonstrate knowledge and understanding of international marketing considerations.
Critically apply the contents covered in the module to the analysis of firm internationalisation.

Transferable skills

Develop written communication skills.
Develop analytical and problem solving skills.

Study time

Type	Required
Lectures	10 sessions of 2 hours (13%)
Seminars	9 sessions of 1 hour (6%)
Private study	47 hours (31%)
Assessment	74 hours (49%)
Total	150 hours

Private study description

Private Study.

Costs

No further costs have been identified for this module.

You do not need to pass all assessment components to pass the module.

Assessment group C3

	Weighting	Study time	Eligible for self-certification
Assessment component
Individual Assignment	50%	37 hours	Yes (extension)
Individual Assignment
Reassessment component is the same
Assessment component
Online Examination	50%	37 hours	No
Exam ~Platforms - AEP Online examination: No Answerbook required
Reassessment component is the same

Feedback on assessment

Feedback via My.WBS.

Past exam papers for IB388

Pre-requisites

To take this module, you must have passed:

All of

IB209-30 Marketing

Courses

This module is Optional for:

Year 1 of UIOA-EEU Undergraduate EU Exchange
UIOA-ESO Undergraduate European Exchange
- Year 1 of UESO Undergraduate European Exchange
- Year 1 of UESO Undergraduate European Exchange
Year 3 of UGEA-RN21 Undergraduate German and Business Studies
UIOA-EOS Undergraduate Overseas Exchange
- Year 1 of UEOS Undergraduate Overseas Exchange
- Year 1 of UEOS Undergraduate Overseas Exchange
Year 1 of UIOA-EUS Undergraduate USA Exchange