Documente Academic
Documente Profesional
Documente Cultură
Teaching Period
Pre-requisites
One trimester
None
Assessment Methods
Assessment Type
Unseen Written
Examination
Duration/Length of
Assessment Type
2 hours
Weighting of
Assessment
100%
Approximate Date of
Submission
Week 14
Aim(s)
The module aims to:
Considers and critically examine the adaptations needed when marketing outside national boundaries.
Discuss and evaluate the differences and distinctions which may apply or be activated or applied when
considering cultures and marketing in a variety of differing cultures internationally
Consider the implications of product and marketing modifications necessary in a variety of situations
internationally
Assess and analyse study of various world regions and their consumption, terrain, demographics, and
geographics as they influence marketing practices.
Examine and evaluate concepts and practices in international marketing, with a particular emphasis on
globalisation and how it affects the marketing activities of a firm/organisation. This examination includes
for example;- global marketing to foreign environments and the formulation of global marketing strategy.
Evaluate the major trends in contemporary marketing strategy within international business.(e.g. the effects
of on shoring and back shoring on marketing strategy and national concepts of market ownership and
product/service ownership)
Learning Outcomes
Upon successful completion of this module students should be able to:
impact upon the marketing activities of organisations in national, regional, international, and global
contexts
Understand and be in a position to critically evaluate the key success factors which impact upon success
and failure in international market entry and international market development
Comprehend and determine the approaches to international market comparative analysis
Identify and define marketing problems and propose effective marketing solutions through understanding
case study solutions and current and potential future marketing scenarios particularly in regional, national,
international and global contexts and examples
Identify and propose effective international marketing strategies which may be implemented or evaluated
against extant models including the ability to design and develop an international marketing plan
Understand the requirements of operating in a marketing led context in an international, regional, national
or global business environment
15
30
Independent learning
55
100
Indicative Content
Date
Topic
Chapter(
s)
5th Aug,
7th Aug
12th
and
14th
Aug
19th
and
21st
Aug
26th
and
28th
Aug
2nd and
4th Sep
9th and
11th
Sep
16th
and
18th
Sep
23rd
and
25th
3,4,5
6,7
Emerging Markets
11
10
12,13
5
6
1,2
9
10
11
12
13
14
Sep
30th
Sep
7th and
9th Oct
14th
and
16th
Oct
21st
and
23rd
Oct
27th
Oct
3rd Nov
17
14,15,18
Study week
Exam week
16