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IB3L7-15 Global Issues in Marketing

Department
Warwick Business School
Level
Undergraduate Level 3
Module leader
Jenny Lloyd
Credit value
15
Module duration
10 weeks
Assessment
20% coursework, 80% exam
Study location
University of Warwick main campus, Coventry
Introductory description

This is an elective module available to both WBS and non-WBS students. The module explores and analyses the relevant decisions in the process of firm internationalisation. Particular focus lies on strategic challenges for international marketing together with the specific issues of internationalising the marketing mix. Throughout the module, students will discuss examples of successful international marketing practices as well as explore why some international marketing strategies have worked less well.

Module web page

Module aims

This module explores and analyses the relevant decisions in the process of firm internationalisation. Particular focus lies on strategic challenges for international marketing together with the specific issues of internationalising the marketing mix. Throughout the module, students will discuss examples of successful international marketing practices as well as explore why some international marketing strategies have worked less well.

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
  • discuss competently the implications of international marketing for marketing practice
  • Analytical skills in the examination of cases and relevant examples
  • Ability to conduct relevant research and summarise important insights related to a business decision
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 1 hour (7%)
Seminars 9 sessions of 1 hour (6%)
Online learning (independent) 10 sessions of 1 hour (7%)
Private study 48 hours (32%)
Assessment 73 hours (49%)
Total 150 hours
Private study description

independent learning

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 D1
Weighting Study time
Individual Assignment (15 CATS) 20% 15 hours

Individual Assignment

Online Examination 80% 58 hours

Online Assessment

~Platforms - AEP


  • Online examination: No Answerbook required
Feedback on assessment

feedback is provided on my.wbs

Past exam papers for IB3L7

Pre-requisites

To take this module, you must have passed:

There is currently no information about the courses for which this module is core or optional.