Designed to provide students with an understanding of marketing from an international perspective. The increased access to new markets across the world means that both opportunities and threats face marketers in the global context. Understanding cultural issues remains a key challenge, along with the ability to communicate effectively to perhaps a very different target audience. International marketing examines a range of case examples in a number of countries in the rapidly changing global trends.
This module will enable students to analyse marketing issues in an international context by providing a range of theoretical frameworks, examples and allowing students to apply relevant theories.
- Learning Outcomes
- 1. Differentiate between internal, global and domestic marketing
2. Examine the cultural environment of global markets
3. Explore and assess global market opportunities
4. Evaluate global marketing strategies for a product and/or service
5. Select an appropriate foreign market entry and develop strategic marketing decisions
encompassing choice of target market and relevant product mix decisions
- - Defining international marketing and differentiating it from global and domestic marketing
- Importance of cultural considerations
- Big emerging markets (BEMs)
- World Trade Organisation
- Free trade Agreements
- Asia-Pacific Economic Cooperation
- Country-of-origin effect and global brands
- Ethics and social responsible decisions
- Green marketing
- Changing profile of global managers
- Teaching and Learning Strategy
- Teaching will involve blended delivery methods incorporating the Moodle online delivery platform. Other delivery methods my involve theoretical and practical classes, face to face, lectures, tutorials, workshops, group activities, guest tutors, field trips, role-play, and video conferencing, as appropriate.
- Assessment Criteria
- Candidates must achieve a minimum C grade pass overall from all assessments to receive a passing grade for the module.
- Learning and Teaching Resource
- Required Text:
An extended reading list will be supplied by the tutor at commencement of the module. This will be updated annually.