This module focuses on building an appreciation of international marketing issues. It provides students with an understanding of the key concepts and core issues in international marketing and with the necessary decision-making skills for the successful formulation, implementation and control of international marketing programmes. Students will be introduced to the elements required for marketing strategy programmes and implementation. The module has two broad themes - firstly, it addresses cross cultural issues and perspectives in international marketing focussing on buyer behaviour in both B2B and B2C contexts and organisational issues; secondly, it explores aspects of international marketing covering the use of international market research, implications for product and service management, marketing communications, marketing channels, new product development, services marketing, and retailing.
A. To describe the core issues associated with the development of international marketing strategies (A4, B1, B2, B6; C3, D2, D5);
B. To analyse the international marketing environment of an organisation (A4, B1, B2, B5);
C. To explain the key decisions and problems associated with developing a marketing mix in an international setting (A4, B1, B2, B3, B4, B5, B8, B9, C2, D1, D2, D3, D4, D5);
D. To use web-based information on international marketing campaign (A4, B4, B5, B8, B9, B10, B12, C2, C3, D1, D2, D3, D4, D6);
E. To evaluate the impact of contextual influences on international marketing decision making (A4, B2, B3, B4, B5, B8, B9, C2, D1, D2, D3, D4, D5);
F. To work individually to devise and implement an international marketing strategy (A4, B4, B5, B8, B9, B10, B12, C2, C3, D1, D2, D3, D4, D6).
G. To work effectively in a small team (A4, B4, B5, B8, B9, B10, B12, C2, C3, D1, D2, D3, D4, D6).