This module aims:

• to introduce students to the international marketing planning and strategy;
• to develop a managerial mindset when planning international marketing;
• to build an appreciation of global marketing research;
• to develop an understanding of market selection process, market entry modes and international marketing mix.

(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 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 - Lecture
Description: Sessions 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

Self-Directed Learning Hours: 120
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 associated 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: Students will engage in a number of class and group work activities to study and analyse industry/business cases where problems are set for them to examine and solve. This skills are also developed through assignment and examination
Mode of assessment (if applicable): Individual Coursework and Examination

Skills / attributes: Commercial awareness
How this is developed: Students will gain commercial awareness through practical examples through lectures, seminars, and further reading.
Mode of assessment (if applicable): Individual Coursework and Examination

Skills / attributes: Organisational skills
How this is developed: Students will develop this skill through their independent organisation and management of their lecture attendance, group work, assignments and coursework and by meeting deadlines
Mode of assessment (if applicable): Individual Coursework and Examination

Skills / attributes: Communication skills
How this is developed: Students will develop this skill through seminars. Students will work together in groups to develop and deliver group presentations.
Mode of assessment (if applicable): Individual Coursework and Examination

Skills / attributes: Digital Fluency
How this is developed: Students will gain digital fluency through researching for your assignment and doing groupwork
Mode of assessment (if applicable): Individual Coursework and Examination

Skills / attributes: International awareness
How this is developed: Students will gain International awareness through lectures, seminars, and further reading. They have chance to explore the development and challenges of entrepreneurship across different national and cultural values, contexts and frameworks
Mode of assessment (if applicable): Individual Coursework and Examination

Skills / attributes: Team work
How this is developed: Students will develop this skill through seminars. Students will work together in groups to develop and deliver group presentations.
Mode of assessment (if applicable):

Skills / attributes: Ethical Awareness
How this is developed: Students will gain International awareness through lectures, seminars, and further reading. Students will gain theoretical and practical tools with which to identify, analyse and evaluate ethical challenges within and affecting entrepreneurial practice. Students will develop self-awareness of their personal values and ethical beliefs.
Mode of assessment (if applicable): Individual Coursework and Examination

An Introduction to International Marketing
Global Marketing Research – International Political and Economic Environment
Global Marketing Research – Sociocultural Environment and Micro-environment
International Market Selection
Market Entry Strategy
International Product and Branding Strategy
International Price and Distribution Strategy
International Promotion and Communication Strategy
International Service Strategy
Implementing And Coordinating Global Marketing Program