MN30441: International marketing management
 Academic Year: | 2019/0 |
| Owning Department/School: | School of Management |
| Credits: | 6 [equivalent to 12 CATS credits] |
| Notional Study Hours: | 120 |
| Level: | Honours (FHEQ level 6) |
| Period: |
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| Assessment Summary:
| EX-TH 100%* |
| Assessment Detail: |
*Assessment updated due to Covid-19 disruptions |
| Supplementary Assessment: |
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| Requisites: | Before taking this module you must take MN20016 OR take MN20081 OR take MN10573 |
| Description:
| Aims: The unit aims to: * To provide students with the knowledge and understanding of the marketing issues relevant to the development of an organisation's international marketing activities; * To enable students to confidently analyse and solve international marketing problems in order to facilitate the achievement of an organisation's international objectives; * To deepen students awareness and understanding of the complexities associated with the international marketing of products and services. Learning Outcomes: On completing this unit students will be able to: * Understand the marketing issues relevant to the development of an organisation's international activities; * Understand how and why marketing strategies may need to be standardised, adapted and coordinated in international markets; * Demonstrate their ability to transfer theoretical and conceptual knowledge to practical international marketing contexts; * Evaluate the complexities, nuances and challenges presented by overseas marketing operations and apply this understanding to the analysis and problem solving requirements of international marketing cases and scenarios. Skills: Intellectual & professional skills * Analyse, synthesise and critically evaluate marketing problems in an international context in order to develop solutions (F/A) * Enhance problem solving skills through the integration and application of theoretical constructs to practical scenarios (F/A) Practical & Key skills * Communication and presentation skills (F/A) * Time-management skills (F) * Effectiveness at working independently and in groups (F). Content: This unit seeks to provide a solid grounding in the disciplines of International and Global Marketing. It aims to build a flexible framework of theoretical reference points, practical insight and analytical tools to enable and equip the student with the knowledge and understanding that will allow them to work more effectively in an international marketing environment. This is achieved through a combination of lectures and workshops, practical scenarios and examples, class presentations of case studies and guest speakers. Indicative syllabus: Part 1: International and global marketing theory * Review of core marketing theory in an international context * The internationalisation process, globalisation and the theories that underpin international marketing Part 2: The International Marketing Environment * Current global trends and PESTEL analysis in a global context * Developing awareness of global competition * Responding to cultural differences in overseas markets Part 3: International Marketing Strategy * Assessment and selection of country markets * Market entry strategies, marketing control and tackling entry barriers Part 4: Global/Local marketing management in overseas markets * Local market development and marketing infrastructure * Segmenting and targeting global/local consumers * Positioning through the international marketing mix * Control and evaluation of international marketing tactics |
| Programme availability: |
MN30441 is Compulsory on the following programmes:School of Management
MN30441 is Optional on the following programmes:School of Management
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Notes:
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