BMM6163 - International Marketing

Objectives:

Assessment tasks are designed to enable students to demonstrate the Learning and Employability outcomes for the relevant level of study. Level Learning Outcomes are embedded in the assessment task(s) at that level. This enables a more integrated view of overall student performance at each level.

Content:

This module is designed to provide a framework for in-depth study of strategic marketing planning in the international environment. Students will be introduced to and encouraged to research and analyse geopolitical, economic and cultural factors in a global and single market context and their implications for adaptation of the domestic marketing mix. This will involve consideration of foreign market restrictions, regulations and cultural difference in respect of differing consumer tastes, values and needs. The course will instruct students in the key decisions that comprise the internationalisation process commencing with analysis of the firm for fitness and motive to internationalise, global market demand, international market segmentation and selection, market entry strategies and designing the locally adapted market mix.

Learning and Teaching Information:

The module will involve weekly 2-hour lecture blocks covering sequential stages of the international marketing planning process. Each week students will be presented with a key stage theory of the internationalisation process and current examples of international market and geopolitical affairs to illustrate and underpin learning.

Each lecture will be followed by a 1-hour practical workshop activity focused on the development of the assessed individual international marketing plan towards which formative and forward feedback will be provided by the tutor.

Lectures
Hours: 20
Intended Group Size: Cohort

Workshops
Hours: 10
Intended Group Size: Cohort

Guided independent study
Hours: 270

Further Details Relating to Assessment
Individual Video Presentation: negotiated assessment in the form of an international marketing plan. Students will overview their plan in the form of a pre-recorded Panopto presentation giving key aspects and strategic recommendations that address their chosen international marketing objectives. Students will detail further research and analysis required to complete assessment component 2.

Individual Written Report: Students will produce a detailed written account of their research findings and strategic recommendations that inform and comprise their negotiated international marketing plan.

Formative feedback (including feed forward) will be provided as part of workshop activity on an individual basis to support students in the development of their international marketing plans.

Full details are contained within the Module Handbook.

Assessment:

Fact File

Module Coordinator - PRS_CODE=
Level - 6
Credit Value - 30
Pre-Requisites - N/A
Semester(s) Offered -

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