This module will be delivered via:
- One 2-hour lecture per week.
- One 1-hour seminar per week.
The following learning and teaching methods will inform the pedagogic structure of the course:
- Case studies.
- Class exercises.
- Group Work.
Students will be encouraged and required to refer to a wide range of resources covering text books and academic per reviewed journal articles, to build an understanding of theoretical concepts and refer to articles in business newspapers and periodicals to follow current trends and practices concerning the application of international marketing in business.
This course will use a mix of lectures and seminars to deliver the course content and build its understanding.
The lectures will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts.
The seminars will focus on video case studies and business case studies sourced primarily from the European Case Clearing House (ECCH), Harvard Business Cases, FT Reports and other international case banks, to encourage students during class exercises to analyse international marketing environment in different business contexts and develop strategic approaches in response to the case requirements. Additionally, some of the seminars will comprise of discussion of assigned readings from journal articles.