BMM6502 - International Marketing

Objectives:

On successful completion of the module, students will be able to:

Justify strategic marketing responses to the international environment;
Analyze and debate management issues in exporting and other forms of internationalization;
Differentiate between marketing research, planning and operations in an international and a single country context.

Content:

1. Theoretical developments in international marketing.
2. International environmental analysis and information sources.
3. Market entry strategies including exporting.
4. Operational aspects of international marketing practice.
5. Culture as a factor in international marketing.
6. International trade and development.
7. Ethical issues in international marketing

Learning and Teaching Information:

The sessions will be organised in mainly 3-4 hour teaching blocks. Lectures will deliver core theoretical frameworks followed by case-studies, seminar discussions and workshops, as well as break out sessions, tutorials and guidance in the selection of appropriate practical application.

Lectures
Contact hours: 10
Intended Group size: 1

Tutorials / Case-study work
Contact Hours: 10
intended Group size: 3/4

Break-out sessions
Contact hours: 20

Guided independent study
Hours: 160

Assessment: