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International marketing

Convenor: Dr Peter Trim
Assessment: A two-hour, formal unseen examination (75% of the overall mark) and an essay of 2,500 words (25% of the overall mark). The essay will be submitted by 14th March, 2012 (Absolute Cut-Off deadline – 4th April 2012).

Aims

The aims of this module are:

to provide students with a full understanding of the basic concepts and practices of international marketing;
to provide students with an appreciation of the international marketing management process; and
to develop students’ international marketing skills through the use of case studies and class exercises.

Learning objectives

to understand the principles and practices of international marketing, and develop international marketing plans;
to have an appreciation of the theoretical, methodological and practical issues in international marketing;
to describe the relationship between international market analysis, international marketing strategy and international marketing management;
to analyse the international marketing environment;
to appreciate the importance of culture on international buyer behaviour;
to understand the scope and limitations of market research in an international context;
to develop international marketing strategies;
to determine appropriate market entry strategies; and
to understand the principles of an international marketing mix.

Content

The objective of the course is to provide students with an appreciation of the theoretical, methodological and practical issues associated with international marketing. The specific issues addressed will be: the international marketing concept; the business environment; the importance of culture; emerging markets, regions and market groups; international planning and organization; international marketing research; products and services for the international market; international distribution strategy; international promotion strategy; and international pricing strategy. A number of articles and case studies/examples will be used to reinforce the subject matter, and students will learn how a marketing officer/manager working for an international organization can implement an international marketing strategy.

Background reading

Ghauri PN and Cateora PR (2010), International Marketing, Third ed., Maidenhead: McGraw Hill.
Darling JR (2001), ‘Successful Competitive Positioning: The Key for Entry into the European Consumer Market’, European Business Review, 13:4 pp 209–220.
Genestre A, Herbig P and Shao AT (1995), ‘What Does Marketing Really Mean to the Japanese?’, Marketing Intelligence & Planning, 13: 9 pp 16–27.
Too LHY, Souchon AL and Thirkell PC (2001), ‘Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration’, Journal of Marketing Management, 17 pp 287–319.