LBS8507 : International Marketing
- Offered for Year: 2019/20
- Module Leader(s): Mrs Karen Richards
- Owning School: Newcastle University Business School
- Teaching Location: London
|Semester 2 Credit Value:||10|
• To develop an understanding of the theory and practice of international marketing i.e. marketing to customers beyond a company’s domestic market
• To apply this understanding of theory to practical challenges in International Marketing, developing strategies and tactics for successful international marketing.
The emphasis of the course is on strategic and tactical aspects of International Marketing rather than the technical issues of international trade.
Outline Of Syllabus
The decisions each company takes when considering whether or not to market abroad, including the following:
• The international marketing environment
• Deciding whether or not to undertake international marketing
• Developing the company offering for international markets
• Selecting country markets
• International consumer behaviour
• The formulation of international marketing strategy
• Corporate social responsibility in international marketing
|Scheduled Learning And Teaching Activities||Lecture||8||2:00||16:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||26:00||26:00||N/A|
|Guided Independent Study||Directed research and reading||1||30:00||30:00||N/A|
|Scheduled Learning And Teaching Activities||Workshops||2||1:00||2:00||N/A|
|Guided Independent Study||Independent study||1||26:00||26:00||N/A|
Teaching Rationale And Relationship
This module will be delivered through introducing relevant literature, learning experiences, and industry-linked case studies. There will be a series of 8 weeks of lectures throughout the semester.
The format of resits will be determined by the Board of Examiners
|Essay||2||M||100||2500 word written assignment|
|Prof skill assessmnt||2||M||Group country screening activity and presentation leading to the assessed individual work|
Assessment Rationale And Relationship
Student progress is measured by a 2,500 word written assignment. In particular, students will have to prepare and justify an international marketing strategy. There is also a compulsory but unassessed group country screening activity and presentation leading to the assessed individual work. Formative feedback will be provided on this group work.