IB9FV-15 Marketing in an International Environment
Introductory description
This module explores the complexities of marketing across borders, equipping students with frameworks to analyze cultural, economic, and regulatory differences. In addition, this hands-on module equips students to create complete international marketing strategies and adapt the marketing mix for companies expanding globally. Through real-world simulations and frameworks, students will learn to analyze foreign markets and build actionable entry plans.
Module aims
The principal module aims are to:
Demostrate 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, Environment, Analysis
Marketing Research, Market segmentation
International Marketing mix-Product
International Marketing mix-Price
International Marketing mix-Place
International Marketing mix-Promotion
International Marketing mix-Physical Evidence, Processes, People
Sustainability and ethics in international marketing
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate a thorough knowledge of leading-edge research and topical issues in international marketing
- Demonstrate a broad knowledge and understanding of the interactions between external environmental factors, managerial thinking and acting in an international marketing environment.
- Demonstrate an understanding of the processes of international marketing strategy, management and marketing decision making
- Demonstrate a breadth and depth of analytical frameworks and be able to apply these to global marketing issues.
- Analyse and synthesise content of academic papers, market research and case study information to critically appraise key issues in international marketing and identify and evaluate potential solutions.
- Reflect critically upon the skills needed to succeed in the international marketing environment and approaches needed to rectify them.
Indicative reading list
Required readings will be a mix of selective readings from text-books and journal articles (available via the University library or provided when necessary) and/or case study preparation (cases provided). Readings for each session will be specified as necessary, in the detailed module handbook and timetable (made available at the outset of the module). Topic-specific bibliographies may also be provided.
Some suggested textbooks:
Hollensen, S. (2020), Global Marketing 8th edition, Pearson.
Baines et al. (2021), Fundamentals of Marketing 2rd edition, Oxford.
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
Identify and analyse contrasting and competing factors influencing international marketing strategies and demonstrate an ability to an ability to handle complex, unstructured problems with no 'right answer'
Identify and analyse strategic issues confronting managers of the strategic marketing process, and justify strategic international marketing decisions.
Execute firm internationalisation decisions with a focus on appropriate analysis, implementation and managerial implications
Identify and analyse approaches to international markets, organisations and customers
Transferable skills
Develop written and verbal communication skills
Problem solving skills will be developed through analysis of marketing problems for the exam and presentation
Critical reflection and professional improvement.
Study time
| Type | Required |
|---|---|
| Online learning (scheduled sessions) | 9 sessions of 1 hour (6%) |
| Other activity | 18 hours (12%) |
| Private study | 49 hours (33%) |
| Assessment | 74 hours (49%) |
| Total | 150 hours |
Private study description
Self-study to include preparation for assessment and pre-reading for lectures
Other activity description
9 x 2 hrs F2F workshops
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 D3
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Group presentation | 20% | 15 hours | No |
Reassessment component |
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| Individual assignment | Yes (extension) | ||
Assessment component |
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| Centrally-timetabled examination (On-campus) | 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%
Courses
This module is Core for:
- Year 1 of TIBS-N1F4 Postgraduate Taught International Business (MINT)