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International Marketing Management

IMA7001 (2013-14)

International Marketing Management


Credits

20

Level

HE7, PG/Masters

Type

Standard

Duration

1 Trimester(s)

Trimester 3?

No

ECTS

10

Marking Scheme

Numeric mark scheme (i.e. mark of 0-100)

Pass Mark

40%, No Notes

Delivery Type

This Module requires you to attend particular classes or events at particular times and in particular locations.

Pre-Requisites

None

Co-Requisites

None

Barred Combinations

None

Module Outline

This module aims to provide you with a critical understanding of the global marketing process and the opportunity to develop and refine relevant skills in the practice of global marketing. You will gain experience of evaluating and analysing the challenges managers face in the development and deployment of global marketing strategy, and you will develop an advanced awareness of the need to consider a range of alternative approaches to dealing with strategic planning issues in order to achieve global or regional competitive advantage. To gain and enhance your critical knowledge and understanding you will consider and critically evaluate key stages of the organisation’s global marketing planning process. By the end of the module you will have developed a superior appreciation of the processes and outcomes in the implementation of the global marketing planning process.

Taught (T), Developed (D) and Assessed (A).

Indicative Content

 

Description

1

The nature and extent of global marketing

2

Globalisation and the global marketing environment

3

Impact of culture

4

International marketing research

5

Market selection and market entry strategies

6

Product/service policy decisions and the standardisation debate

7

Promotion issues

8

Pricing issues

9

Distribution issues

10

Organisation, planning and control

11

Corporate social responsibility

Learning Outcomes

 

Description

1

critically evaluate the challenges faced by managers in the development and deployment of global marketing strategy

2

understand and apply a range of alternative models and concepts in dealing with complex global marketing planning issues in order to achieve competitive advantage

3

critically evaluate the processes and outcomes in the implementation of the global marketing planning process

4

successfully deploy relevant critical, analytical and academic skills in an extended piece of writing related to global marketing

Learning And Teaching Strategy

You will be expected to prepare for classes by undertaking relevant reading. Tutor led sessions will build on this preliminary learning with a blend of formal lectures, group discussion, seminar and tutorials. At this level you are expected to demonstrate considerable independence in your study and your reading and research should be extensive. Tutorials at key points during the course of the module will provide you with an opportunity to receive guidance and feedback on your progress. Lectures are designed to introduce (or refresh your knowledge of) key concepts and frameworks. The current affairs of business and your personal working environment will inform seminars and group discussions and you will be expected to make significant contributions in these activities to consolidate your learning. The University’s Virtual Learning Environment (VLE) will provide online access to weekly materials as well as links to additional resources such as relevant academic journals and useful websites to aid your learning. In addition, the University’s Library webpages provide access to a host of online resources such as e-journal and e-book repositories.

Learning & Teaching Methods

Method

KIS

Hours

Lecture

Scheduled

15

Seminar

Scheduled

15

Tutorial

Scheduled

20

Guided independent study

Independent

150

Formative Assessment Strategy

Your progress and learning will be assessed formatively in a number of ways over the course of the module. Group work will provide the tutor with an opportunity to assess your learning and provide feedback. Similarly, group discussions will provide an opportunity for formative assessment and feedback. In addition, small group or individual tutorial sessions will be an opportunity for you to discuss your progress in the module and in particular your progress with completing the assignment.

Summative Assessment Strategy

An extended piece of academic writing to be submitted at the end of the module will give you the opportunity to demonstrate your advanced knowledge and understanding of relevant models and concepts. This writing task will also enable you to demonstrate advanced critical appraisal of relevant concepts and theories with regard to their application in the global strategic marketing planning process.

Summative Assessments

 

Assessment

KIS

Description

 

Learning Outcomes

Marking Scheme

Passmark

KIS Weighting

001

Report

Coursework

4500 word report (a critical analysis of aspects of an organisation’s global strategic marketing planning process)

FINAL

1 2 3 4

Not applicable

-

100%

Learning Resources

Description

Albaum, G. and Duerr, E. (2011) International Marketing and Export Management, 7th Edition, Harlow: Pearson Education Ltd.

Doole, I. and Lowe, R. (2008) International Marketing Strategy: Analysis, Development and Implementation, London: Cengage Learning

Ghauri, P.N. and Cateora, P.R. (2010) International Marketing, 3rd Edition, Cambridge: McGraw Hill Publishing

Jeannet, J. and Hennessey, H. (2005) Cases in Global Marketing Strategies, 6th Edition, Boston, Mass.: Houghton Mifflin

Keegan, W. and Green, M. (2011) Global Marketing, 6th Edition, Upper Saddle River, N.J.: Pearson Education Inc.

Rialp, A. and Rialp, J. eds. (2007) International Marketing Research: Opportunities and Challenges in the 21st Century (Advances in International Marketing), London: JAI

Usunier, J-C. and Lee, J. (2009) Marketing Across Cultures, 5th Edition, Harlow: Pearson Education Ltd.

European Journal of Marketing http://www.emeraldinsight.com/products/journals/journals.htm?id=ejm

International Review of Management and Marketing http://www.econjournals.com/index.php/irmm

Journal of International Consumer Marketing http://www.tandfonline.com/loi/wicm20

Journal of International Marketing http://journalofinternationalmarketing.com/

Journal of Marketing http://www.emeraldinsight.com/journals.htm?issn=0309-0566

Journal of Strategic Marketing http://www.tandfonline.com/loi/rjsm20

Feedback to Students

Formative: At the end of the lecture where Formative Assessment is conducted, or a maximum of one week. Summative: Maximum of 4 weeks.

 

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