Module description
What is the module about?
This final year course provides students with the current challenges and opportunities of international marketing. Students will focus on current trends in international marketing, and issues relevant to the global environment from theoretical, practical and societal viewpoints. In-class interactive activities and case studies will be used to help students to identify how theory is linked to practice.
Nowadays, consumers or organisations, are more informed and more demanding as the knowledge of unintended effects of some international marketing practices becomes evident. Factors such as technological advancements, environmental impacts and political and sociocultural changes provide grounds to reflect and debate how the benefits of international marketing can be gained responsibly. The course builds on prior business areas that may have been studied and takes an integrative approach to exploring key issues.
Who should do this module?
This module is available to students in the Business School. It aims to give you a deeper understanding of the key aspects of international marketing. It will also assist you in reflecting on how the international environment influences decisions relevant to foreign markets. At the end of this module, you will understand various contemporary challenges for marketing across borders that will be relevant to work in any companies involved in international markets.
Provisional Lecture Outline
Introduction to International Marketing.
Cultural Dynamics in International Context.
External Environment Dynamics – Political and Economic.
Developing International Marketing Strategy. Emerging and regional markets.
Market Entry Strategies.
Marketing Mix: Brand and Product Positioning.
Marketing Mix: Pricing and Promotion (Communications).
International Distribution and Retailing.
International Marketing Impacts and Ethics.
Revision
Assessment details
50% Individual Coursework
50% Group Assessment
Teaching pattern
Weekly Lecture
Fortnightly Tutorial
Suggested reading list
Key text or background reading
Indicative reading includes:
Ghauri, P. International Marketing, International Edition. 5th Edition. McGraw Hill, London.
Gbadamosi, A. (ed.) 2019. Contemporary Issues in Marketing: Principles and Practice. SAGE Publications.