Module code: MARK 2312
The International Marketing module equips students with an introductory view of the complexities of trading abroad, and applying previously learned Marketing tools.
On completion of this module you should understand the complexity of international marketing, and the idiosyncratic operation in different geographical environments, and the key terms and concepts associated with the international marketing literature.
This module addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. The module reviews marketing strategy from a managerial, a firm and a country perspective. It provides the transition for students to progress from a purely domestic approach towards the firm, to consider methods for operating in an overseas market, or in a domestic market with increasing competition from abroad.
Whether a student in from the UK or overseas, the module provides the background, topical issues, and techniques for marketing globally. All the concepts used are accompanied by contextual examples, giving students the ability to understand how the principles are applied, using real examples.
The assessment is designed to encourage and motivate students to participate in the learning process, and achieve the learning outcomes for the module. Specifically, the assessment will test the student's understanding of the International environment, their ability to analyse marketing opportunities in International Markets, their ability to develop marketing strategies, to design international marketing programmes, and to appreciate issues associated with managing the global marketing process. The phase test examination will encourage students to carry out further reading on the module to familiarise themselves with the key terms and concepts.
Once this initial understanding is gained, more in depth application of concepts and techniques will be achieved through the second assessment, and the reflective report. The rationale, therefore, is for students to develop a good grounding in the key terms, concepts and theories, and then to develop their ability to apply the skills learnt. The assessment process is staggered to allow ongoing feedback to the student throughout the module.
- Lectures: 22 hours
- Tutorials: 8 hours