Introductory description

This is an elective module available for WBS and non-WBS students. To find detailed availability and to apply for this module, log in to my.wbs.ac.uk using your normal IT login details and apply via the my.wbs module application system. Once you’ve secured a place on my.wbs you should apply via your home department’s usual process, which usually takes place via eVision.

Note that you do not require the module leader’s permission to study a WBS module, so please do not contact them to request it.

Module web page

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.

• The Decision Whether to Internationalize
• Cross-country differences: formal and informal institutions
• Deciding Which Markets to Enter
• Market Entry Strategies
• International Product Decisions
• International Pricing
• International channel and distribution decisions
• International Sales management
• International Promotion and communication
• Implementing and Coordinating the Global Marketing Programme: using marketing mix analytics in cross cultural contexts
• Optional topic: Bottom of the Pyramid consumers
• Exam Preparation and Revision

Learning outcomes

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

• Appraise and communicate effectively critical concepts in international marketing (e.g., modes of entry, theories of culture, marketing mix adaptation).
• Critically evaluate firm internationalisation from a marketing perspective, and describe the differences between international and domestic marketing.
• Execute adaptation strategies of the marketing mix for international market entry.
• Analytical skills in the examination of cases and relevant examples.
• Ability to conduct relevant research and summarise important insights related to a business decision.
• Ability to make marketing mix decisions in international contexts.

Indicative reading list

Reading lists can be found in Talis

International

The course builds on theories of culture (Hofstede, Schwartz, and Inglehart-Welzel) to understand cross-cultural effectiveness of management and marketing decisions. The course strongly encourages student of diverse cultural backgrounds to bring their perspectives in the seminar.

Subject specific skills

• Demonstrate knowledge and understanding of international marketing concepts

• 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

• Develop team-working skills when evaluating international marketing strategies