Module ASB-4439:
International Marketing
Module Facts
Run by Bangor Business School
15.000 Credits or 7.500 ECTS Credits
Semester 2
Organiser: Mr Carl Mather
Overall aims and purpose
The globalization of companies is the involvement of customers, producers, suppliers, retailers and other stakeholders in the global marketing process. International marketing reflects the trend of companies selling products and services across national boundaries. This module provides an overview of contemporary international marketing issues and trends as well as the international marketing planning process.
Course content
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.
Assessment Criteria
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.
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.
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.
Learning outcomes
-
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.
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Apply the techniques used by international marketers in developing and evaluating market entry strategies.
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Apply the techniques used by international marketers to analyse, evaluate and create an international marketing programme for a successful brand.
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Apply managerial judgement and critical skills to analyse and evaluate international marketing issues and decisions.
Assessment Methods
Type | Name | Description | Weight |
---|---|---|---|
Group case-study Assignment | 60.00 | ||
Individual Reflective Essay | 40.00 |
Teaching and Learning Strategy
Hours | ||
---|---|---|
Lecture | 30 hours: one 2hr lecture per week for 10 weeks, followed by 1hr seminar/tutorial per week for 10 weeks. |
30 |
Private study | 120 |
Transferable skills
- Exploring - Able to investigate, research and consider alternatives
- Information retrieval - Able to access different and multiple sources of information
- Inter-personal - Able to question, actively listen, examine given answers and interact sentistevely with others
- Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
Subject specific skills
- Ability to work with people from a range of cultures.
- Articulating and effectively explaining information.
- Building and maintaining relationships.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
Resources
Reading list
This module is based on a core text and supplementary commercial/professional sources.
Pre- and Co-requisite Modules
Pre-requisite of:
Courses including this module
Compulsory in courses:
- N1BJ: MA Business and Marketing (with Incorporated Pre-Masters) year 1 (MA/BMK1)
- N1AV: MA Business and Marketing year 1 (MA/BUSMRK)
- N5AD: MBA International Marketing year 1 (MBA/IM)
- N5AE: MBA International Marketing (with Incorporated Pre-Masters) year 1 (MBA/IM1)
- N5AG: MSc Consumer & Digital Marketing Analytics year 1 (MSC/CDMA)