BE553-7-AU-SO:
Principles of International Marketing

The details
2023/24
Essex Business School
Southend Campus
Autumn
Postgraduate: Level 7
Current
Thursday 05 October 2023
Friday 15 December 2023
15
21 August 2023

 

Requisites for this module
(none)
(none)
(none)
(none)

 

(none)

Key module for

MSC N55012 International Marketing and Entrepreneurship,
MSC N550MO International Marketing and Entrepreneurship,
DIP N210JS Business Management,
MBM N21012 MBM,
MBM N210JS MBM

Module description

This module focuses on building an appreciation of international marketing issues. The module complements the module on international marketing strategy and planning and introduces students to the elements required for marketing strategy implementation.

Module aims

The aim of this module is:



  • To help students understand the critical issues faced by an organisation in managing its international marketing activities and their implications for entrepreneurial activity.

Module learning outcomes

By the end of this module, students will be expected to be able to:



  1. Understand the critical issues faced by an organisation in managing its international marketing activities.

  2. Acquire an in-depth understanding of the theory and practice of international marketing.

  3. Develop an understanding of the cross-cultural issues and perspectives in international marketing.

  4. Build an awareness of the aspects of international marketing such as product and service management, marketing communications, marketing channels, international marketing research, new product development, services marketing, marketing for the small retail business and new ventures.

Module information

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, 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.

Learning and teaching methods

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:

- Lectures.
- Seminars.
- 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.

Bibliography

This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Individual Essay  11/12/2023  100% 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%

Reassessment

Coursework Exam
100% 0%
Module supervisor and teaching staff
Prof George Chryssochoidis, email: gc23203@essex.ac.uk.
Prof. Georgios Chryssochoidis
gc23203@essex.ac.uk

 

Availability
No
No
No

External examiner

Dr Ping Zheng
Canterbury Christ Church University
Resources
Available via Moodle
Of 80 hours, 54 (67.5%) hours available to students:
26 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.

 

Further information
Essex Business School

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