Introductory description

This module aims to provide a conceptual grounding of the core principles of marketing as needs to be applied by a manager, as also as a contextual understanding of the international marketing environment faced by managers, and the practice of marketing appropriate to that environment.

Module aims

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.

No prior knowledge of Marketing will be assumed.
Key topics covered in the module will include:
Environment.
The Marketing Concept.
Creation of Customer Value and building Customer Relationships.
Marketing Environment analysis.
The International Marketing Environment.
Cultural and Social, Political and Legal, Economic, Geographic and Technological Implications of the differences in the international marketing environment for various decision areas.
Basic understanding of standardisation/adaptation issues, and the implications of the international marketing environment for each of the marketing mix decision areas.
Buyer Behaviour.
Marketing Research and Information Systems.
Market Segmentation, Targeting and Positioning.
Product Decisions.
Pricing Decisions.
Promotions Decisions and Integrated Marketing Communications.
Channel Decisions and Distribution management.
Marketing for Services - the Extended Marketing Mix - People, Processes and Physical Evidence.
Strategic Marketing in an international context and Marketing Planning.

Learning outcomes

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

• Capacity to synthesise and evaluate alternative marketing theories, concepts, and frameworks.
• Develop an understanding of the organisational and strategic context within which marketing managers function.
• Determine marketing objectives and formulate marketing mix strategies in the light of the environmental analysis and organisational objectives.
• Determine the key elements of marketing plans to implement the marketing strategies.
• Acquire a thorough understanding of the macroenvironment forces that exist in an international marketing environment, including cultural, social, political, legal, economic, geographic and technological.
• Analyse alternative business environments and apply the most suitable marketing approaches that would enable successful achievement of the organisation's objectives in that context.
• Demonstrate an understanding of marketing processes and their management.
• Demonstrate the use of subject relevant analysis and analytic techniques.
• Demonstrate an ability to synthesise meaning from complex information.
• Analyse case studies and propose potential solutions to marketing management.
• Understand the processes of marketing strategy and management decision making in an international context.

Indicative reading list

The suggested textbooks for the module are the following:

1. Ghauri, P and Cateora, P. (2014), International Marketing. 4th Edition. McGraw Hill International Edition, 2014.
2. Kotler, P., Armstrong, G., Harris, LLoyd C., and Piercy, N. 2016 Principles of Marketing. 7th European edition. Pearson Education Limited.
3. Keegan, W, and Green M. (2016). Global Marketing. 9th Edition. Pearson Education Limited.
4. Svend Hollensen (2016). Global Marketing. 7th Edition. Pearson Education Limited.
   Additional readings from relevant academic and practitioner journals will be updated and provided in the module outline each year.

Subject specific skills

• Demonstrate an awareness of practical managerial issues in marketing management and approaches to how customer value can be generated, created, and offered.
• Apply concepts and techniques in a variety of international settings and for a range of products and services - Use and application of key concepts and frameworks.
• Demonstrate a breadth and depth of analytical frameworks and their application to marketing issues in an international context.

Transferable skills

• Demonstrate problem solving skills developed through analysing relevant papers and business problems in case studies in an international context.
• Demonstrate written communication skills, developed through the process of preparing and writing an individual assignment and preparation of presentations.
• Oral communication skills developed via in-class discussion and formal group presentations.
• Problem solving skills via group and individual analysis of marketing related problems.
• Leadership team-building and project management skills via group activities.
• Demonstrate creativity and openness to new ideas developed through group work and individual assignment.