BMM6502 - International Marketing

Objectives:

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

1 - Justify strategic marketing responses to the international environment and global challenges
2 - Analyse and debate marketing and management issues in exporting and other forms of internationalisation
3 - Discriminate between marketing research, planning and operations in international and single country contexts.

Content:

This module analyses in detail the theoretical developments in international marketing, and will introduce students to an advanced understanding of international consumers/customers and their needs, including international environmental analysis and information sources, market entry strategies including exporting/importing, and the operational aspects of international marketing practice.

Students will also analyse in detail national and organisational culture as a factor in international marketing, key aspects of international trade and development, and ethical issues in international marketing.

Learning and Teaching Information:

The module will be delivered via a series of weekly 3-hour teaching blocks, comprising whole-group interactive lecture and seminar covering fundamental theories and applications. Lectures and seminars will be supported by in-depth applied workshops.

The module will make use of current newsworthy case studies and developing business and marketing trends, and so the nature of the topics and exercises will vary. Students will be provided with, and/or directed to, relevant reading and additional questions/ exercises to support their progress through the module material.

Lectures/Seminars
Contact hours: 30
Intended Group size: Cohort

Workshops/Tutorials
Contact Hours: 10
Intended Group size: Cohort or variable sized groups

Guided independent study
Hours: 160

Further details relating to assessment

Video presentation: students are required to highlight background research (macro and micro-environmental factors) which will inform the written international marketing plan due for submission at the end of the module.

Marketing plan: this assignment requires students to detail the background research and strategic planning designed to achieve clearly defined marketing objectives for the international market opportunity they have proposed.

Assessment:

001 Video Presentation; 10 mins; mid-semester 2 30%
002 Marketing Plan; 2,500 words, end of semester 2 70%

Fact File

Module Coordinator - Mark Sebright
Level - 6
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 6S2

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