Why do some countries embrace a product and some not? How do marketers embrace regional differences? In an ever global world you'll understand how to identify and evaluate new opportunities across international markets and assess different ways to position a product. You’ll grasp the importance of international marketing in the global business environment and develop the essential critical thinking and analytical skills needed in today’s workplace to justify your decision-making.
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods
Online MCQ Test(s) (20%)
Group Presentation (20%)
Individual Report (3000-4000words) (60%)
Reassessment methods
100% coursework
Ghauri, P.N and Cateora, P. (2010) International Marketing, Third Edition, New York: McGraw Hill.
Hollensen, S., (2010) Global Marketing: A decision-orientated approach, Fifth Edition, London: Financial Times, Prentice Hall
Keegan, W.J. and Greem, M.C. (2013), Global Marketing, Seventh (Global) Edition, London: Pearson
See the library reading list for this module (Canterbury)
Intended Subject Specific Learning Outcomes:
On successfully completing the module students will be able to:
- demonstrate a systematic awareness and critical application of the key concepts, theories and issues in international marketing;
- demonstrate a conceptual understanding of the role of international marketing in the firm and the global business environment;
- understand how to research and analyse the environment in a foreign market at both the micro and macro levels;
- identify and consider appropriate market entry strategies for different international markets;
- critically evaluate and interpret information and data sources to select a country for market entry, based on a "real company" brief;
- evaluate market entry modes and marketing strategies;
Generic Learning Outcomes:
On successfully completing the module students will be able to:
- critically assess and evaluate the relevance of international marketing theory within a range of contexts;
- demonstrate analytical skills by linking theoretical perspectives to contemporary organisational situations;
- articulate complex arguments;
- communicate effectively to a variety of audiences and/or using a variety of methods.
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