MBM7602 - International Management and Marketing

Objectives:

On successful completion of the module, students will be able to:
Analyse the key international management issues in terms of customer needs, organisation structure, leadership and motivational issues.
Critically assess the impact of national and organizational culture for global business transactions, as well as the approach to organization theory and its impact on the need for integration of organizational functions;
Analyse the key elements of the customer and employment relationship, and the impact on these of operating in an international context; demonstrate cross-cultural awareness
Analyse and critically appraise strategic marketing responses to the international environment;
Differentiate between marketing research, planning and operations in an international and a single country context.

Content:

The focus of this module is on management and marketing issues set in an international context. Various approaches to management, motivation and leadership will be undertaken in the light of globalisation through the work of cultural theorists such as Hall, Hofstede and Trompenaars, as well as cross-cultural view on international customers and their needs.
Given the increasing use of international suppliers, manufacturers, service providers and distributors, the module will consider the issues thus raised for global value chains and international markets. The goals such as cost-effectiveness, organisational flexibility and competitive advantage, as well as socio-political objectives are analysed, as is the management of the inevitable tension between these goals; the issues of power, control and regulation; and finally the psychological contract, customer awareness will be examined with the focus being on how such issues are dealt with in the international and multi-cultural context.

Learning and Teaching Information:

The sessions will be organised in mainly 4 hour teaching blocks. Lectures will deliver core theoretical frameworks followed by seminar discussions and workshops and offer guidance in the selection of appropriate sustainability tools and metrics.
A key focus will be on problem identification and solving using exercises and activities linked to international management and marketing issues and case studies.
Formal assessment will evaluate research / information retrieval skills and critical thinking and students will be expected to present their findings and analysis as a group presentation and independent report.
Lectures
Contact hours: 12
Intended group size: Whole cohort

Workshops Contact hours: 12
Intended group size: Whole cohort

Guided independent study
Hours: 176

Further details relating to assessment
Marketing plans can cover a variety of topics: UK based company expanding overseas; international company entering UK / European market; export / import operations; start-up of international restaurants / shops in UK and overseas, etc.