International Marketing 2022-23
Bangor Business School
Module - Semester 2
The content will cover the key concepts, theories and issues involved in international marketing, including the influences of the macro-environment, on international marketing. The students will assess the different market entry modes available to companies and consider the challenges surrounding the design of the international marketing mix for different international markets.
-threshold -Average Standard (C- to C+ / 50 - 59 %) Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
-good -High Standard (B- to B+ / 60-69%) Very good performance. Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.
-excellent -Excellent (A- to A* / 70+ %) An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.
- Apply managerial judgement and critical skills to analyse and evaluate international marketing issues and decisions.
- Apply the techniques used by international marketers in developing and evaluating market entry strategies.
- Apply the techniques used by international marketers to analyse, evaluate and create an international marketing programme for a successful brand.
- Demonstrate a thorough understanding of and be able to critically evaluate the theories and principles underlying international marketing practice, to include commercial and professional literature.
Group Case-Study Assignment The students are to imagine that they represent the market implementation group of an ‘existing’ multinational corporation/brand. They must develop an international marketing plan for their chosen multinational corporation/brand that will aid the corporations entry into a new foreign market, with reference to specific international marketing concepts (as outlined in the assignment detail). WebPA will be implemented to self and peer assess contribution.
Individual Reflective Essay The students are to critically reflect upon the learning gained and the contribution made to their knowledge of international marketing, with reference to specific international marketing concepts.