Run by Bangor Business School

10.000 Credits or 5.000 ECTS Credits

Semester 2

Organiser: Prof John Ashton

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 as well as the international marketing planning process.

The content will cover the key concepts, theories and issues involved in international marketing including the influence of the macro-environment, on international marketing. Students will assess different market entry modes available to companies and consider the challenges surrounding the design of the international marketing mix for different international markets.

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.

threshold

Satisfactory Standard (D- to D+ / 40 - 49%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

C- to C+

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.

1. Apply judgement and analytical skill to international marketing practice.

2. Analyse the factors influencing marketers in developing/implementing international marketing practice.

3. Demonstrate an understanding of the theories and principles underlying international marketing.

4. Evaluate professional/commercial and academic literature.

Type	Name	Description	Weight
	Report		60.00
	Exam S2		40.00

		Hours
Lecture	One 2-hour lecture per week for 10 weeks, and 2 additional 1-hour sessions in weeks 2 (23) and 9 (31).	22
Private study	78 hrs study required outside formal timetabled session.	78

• Literacy - Proficiency in reading and writing through a variety of media
• Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
• 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 sensitevely with others

• 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.

Resource implications for students

Global Marketing by Svend Hollensen (2017), Pearson Education.

Talis Reading list

http://readinglists.bangor.ac.uk/modules/etb-3439.html

Compulsory in courses:

• N223: BSc Industrial Management year 3 (BSC/IM)