Module Code - Title:
MK6022
-
INTERNATIONAL MARKETING
Year Last Offered:
2023/4
Hours Per Week:
Grading Type:
Prerequisite Modules:
Rationale and Purpose of the Module:
The module provides an overview of the changing international business environment and its challenges for international firms. It critically reviews contemporary issues in international marketing and provides insights into the development of competitive strategies and international marketing management within the context of consumer goods, industrial goods and services. The module is designed to develop an appreciation of the special requirements for successfully conducting international marketing activities. The course aims to provide students with an in- depth understanding of current issues in international marketing theory and practice and encourages critical thinking about international marketing theories.
Syllabus:
Introduction to international/global marketing; The impact of culture; International marketing research and assessing market potential. Internationalization theory; Market segmentation; Brand positioning strategies; COO Effect; Managing an international brand portfolio; International Business-to-Business marketing; International services; pricing and managing distribution channels.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
Identify the key opportunities and challenges associated with intemational marketing;
Recognise the key arguments associated with international as opposed to global marketing;
Apply internationalisation theory, branding theory and segmentation theory to an international context.
Affective (Attitudes and Values)
Appreciate the challenges of marketing in an international context;
Be sensitive to cultural issues in international marketing.
Psychomotor (Physical Skills)
N/A
How the Module will be Taught and what will be the Learning Experiences of the Students:
The module is delivered through a mix of methods:
1. Formal Lectures
2. Tutorials/Workshops
3. Course Projects.
The students learning experience moves through dependant/directed learning based on lectures, tutorials, texts/papers, audio visual material; through to independent learning sourced from application of material to real global strategic issues and encouraged wider reading and reflection.
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Lee, K. and Carter, S. (2009)
Global Marketing Management, 2nd Edition
, Oxford
Other Relevant Texts:
Gillespie, K., Jeannet, J. P. & Hennessy, H.D. (2007)
Global Marketing, 2nd Edition
, Houghton Mifflin Company
Jearniet, J. P. & Hennessy, H.D. (2004)
Global Marketing Strategies, 6th Edition
, Houghton Mifflin Company
Hollensen, S. (2007)
Global Marketing - A Market Responsive Approach, 3rd Edition
, Pearson
Bradley, F. (2005)
International Marketing Strategy, 5th Edition
, FT Prentice Hall
De Burca, S, Fletcher, R. and Brown, L. (2004)
International Marketing, An SME Perspective
,
Keegan, W.J. and Schlegelmilch, B.B. (2001)
Global Marketing Management, A European Perspective
, FT Prentice Hall
Programme(s) in which this Module is Offered:
Semester - Year to be First Offered:
Module Leader:
Deirdre.OLoughlin@ul.ie