ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title INTERNATIONAL MARKETING
Code MKIB356
Coordinator Dr C McGouran
Marketing (ULMS)
C.Mcgouran@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 6 FHEQ First Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

MKIB153 FUNDAMENTALS OF MARKETING; ULMS101 FUNCTIONS OF BUSINESS I; ULMS102 FUNCTIONS OF BUSINESS II; MKIB225 BUSINESS IN THE GLOBAL ECONOMY; MKIB253 INTERNATIONAL MANAGEMENT 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 12

6

      12

6

36
Timetable (if known) 60 mins X 1 totaling 12
 
60 mins X 1 totaling 6
 
      120 mins X 1 totaling 22
60 mins X 1 totaling 6
 
 
Private Study 114
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 2: Written Examination Assessment Type: Written Examination, Managed by SAS Duration: 24 hours (expected completion time 2 hours) Weighting: 50% Reassessment Opportunity: Yes Penalty  24 hours (2 hour exp    50       
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 1: Individual Essay Assessment Type: Coursework Size: 2000 words Weighting: 50% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anonymous A  -2000 words    50       

Aims

This module aims:

to introduce students to the international environment for marketing;

to build an appreciation of how they might go about building international activities;

to introduce students to the concept of global marketing management;

to develop an understanding of the key types of international transitions.


Learning Outcomes

(LO1) Students will be able to identify and write critically and creatively about a case study focused on the major changes in international marketing environments, the ethical issues involved and their impact on the marketing activities of businesses.

(LO2) Students will be able to identify and critically apply key international marketing theories and concepts to specific contexts

(LO3) Students will be able to develop marketing strategies appropriate to industrialised, developing and/or less developed economies, and identify and explain the relevant sources of information and analysis necessary to support the appropriate strategy.

(S1) Problem solving skills

(S2) Commercial awareness

(S3) Organisational skills

(S4) Communication skills

(S5) IT skills

(S6) International awareness

(S7) Team work

(S8) Ethical Awareness


Teaching and Learning Strategies

Teaching Method –Online Asynchronous Learning Activity
Description: The focus of sessions is on the disseminating key ideas of International Marketing in particular where they deviate from or are similar to, traditional home marketing theory and practice.
Unscheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method – Seminar
Description: The focus of the active learning seminars is on applying weekly theory and concepts to real world examples. At the biweekly seminars, students will lead and engage in discussion and debate based on their prior reading of course materials. This will be an opportunity to discuss the key ideas of International Marketing, in particular where they deviate from or are similar to, traditional home marketing theory and practice.
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method - Synchronous Lecture
Description: Synchronous online session s will provide summaries of weekly concepts, overviews of weekly tasks, assessment guidelines and opportunities for Q&As.
Scheduled Directed Student Hours: 12
Attendance Recorded: Yes

Teaching Method –Group study
Description: The collaborative discussion boards will provide a space for students to reflect on their learning and discuss theory and concepts as a group. These are linked to biweekly themes and to the assignment. Students will be expected to consider academic theory in relation to practical examples during their discussions.
Scheduled Student Hours: 6
Attendance Recorded: No

Self-Directed Learning Hours: 114
Description: Students are expected to prepare for Active Learning Seminars and Collaborative Discussion Boards by reviewing weekly course materials. To ensure that students are fully engaged with the seminars they are expected to search for and identify additional relevant journal articles associat ed with the topic theme for each week.

Non-modular Requirements
Either MKIB153 or ULMS101/102, plus either MKIB225 or MKIB253

Skills/Other Attributes Mapping

Skills / attributes: Problem solving skills
How this is developed: Developed through assignment
Mode of assessment (if applicable): Individual Coursework

Skills / attributes: Commercial awareness
How this is developed: Developed through assignment
Mode of assessment (if applicable): Individual Coursework

Skills / attributes: Organisational skills
How this is developed: Developed through assignment
Mode of assessment (if applicable): Individual Coursework

Skills / attributes: Communication skills
How this is developed: Developed through assignment
Mode of assessment (if applicable): Individual Coursework

Skills / attributes: Digital Fluency
How this is developed: Assignment
Mode of assessment (if applicable): Individual Coursework

Skills / attributes: International awareness
How this is developed: Assignment
Mode of assessment (if applicable): Individual Coursework

Skills / attributes: Team work
How this is developed: Assignment
Mode of assessment (if applicable):

Skills / attributes: Ethical Awareness
How this is developed: Assignment
Mode of assessment (if applicable):


Syllabus

 

An Introduction to International Marketing
International social and cultural environments
International political and economic environments
International Marketing and internationalisation theories, concepts and models, national competitive advantage
International Market Research and Selection
Mode of entry decisions
Adaptation and Standardisation of the International Marketing Mix
International Marketing Relationships and Networks
Ethical Issues in International Marketing


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.