IB9FV-15 Marketing in an International Environment
Introductory description
This module is designed to explore how companies and customers engage on the world stage within the context of Marketing.
Module aims
The principal module aims are to:
- Provide a conceptual grounding of the core principles of marketing as needs to be applied by a manager in an international context
- Provide a contextual understanding of the marketing environment faced by managers in an international context, and the practice of marketing appropriate to that environment
- Analyse decision-making and managerial situations in the context of organisational objectives, and determine the best marketing approaches and plans suitable for the situation
- Develop critical marketing thinking based on a sound understanding of the underlying logic of marketing and its interaction with other management disciplines
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.
Key topics covered in the module will include:
The Marketing Concept
Creation of Customer Value and building Customer Relationships
Marketing Environment analysis, and the implications of differences in the international marketing environment
Buyer Behaviour
Marketing Research and Information Systems
Market Segmentation, Targeting and Positioning
Marketing Mix decisions in an international setting
Service marketing, and the “extended mix”.
Strategic Marketing and developing Marketing Plans
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate thorough understanding of, and communicate effectively, critical concepts in international marketing
- Discuss competently the implications of international marketing for marketing practice.
- Demonstrate knowledge and understanding of international marketing considerations
- Examine and analyse cases and relevant examples
- Critically evaluate firm internationalisation from a marketing perspective, and describe the differences between international and domestic marketing
Indicative reading list
The suggested textbook for the module are the following:
Svend Hollensen (2016). Global Marketing. 8th Edition. Pearson Education Limited.
Additional readings from relevant academic and practitioner journals will be updated and provided in the module outline each year.
Research element
The module will draw from foundational and recent research published in the areas of interest.
Interdisciplinary
While this is a module that focuses on Marketing issues and theories, the challenges of operating and delivering value in international contexts is at its core. As such, the module will tangentially connect and deal with issues relating to operations, human resource management, entrepreneurship, sales and finance.
International
The international nature of the module is at its core. Students will explore, discuss and develop marketing principles in various settings, in order to illustrate the challenges faced by marketers and organisations more widely.
Subject specific skills
Conduct relevant research and summarise important insights related to a business decision
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 |
|---|---|
| Other activity | 27 hours (36%) |
| Private study | 49 hours (64%) |
| Total | 76 hours |
Private study description
Self-study to include preparation for assessment and pre-reading for lectures
Please note that the use of 3 hour classes does not imply that the time will be devoted solely to lecturing. The class time will be divided between lectures, Q&A, group case work, case plenaries, keynote cases, group presentations, and other types of exercises, depending on the topic of the day.
Other activity description
This module will be split as two hours face-to-face workshops and one online lecture hour per week. The lecture hour may be live, or may be prerecorded, or as asynchronous tasks with either online or face-to-face support
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 D2
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Group work and presentations | 20% | 15 hours | No |
Reassessment component is the same |
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Assessment component |
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| In-person Examination | 80% | 59 hours | No |
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Reassessment component is the same |
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Feedback on assessment
In-class group presentations of case analysis and marketing scenarios - 20%, and Examination (2 hours) - 80%
There is currently no information about the courses for which this module is core or optional.