Postgraduate

Modules

Modules

NBS8952 : International Marketing

Semesters
Semester 2 Credit Value: 10
ECTS Credits: 5.0

Aims

1. To develop an understanding of the theory and practice of International Marketing i.e. marketing to customers beyond a company's domestic market.

2. 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:
• Deciding whether or not to undertake international marketing
• Developing the company offering for international markets
• Selecting country markets
• Selecting an appropriate business model for entering selected international markets
• The formulation of international marketing strategy and plans
• Corporate responsibility in international marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion126:0026:00N/A
Scheduled Learning And Teaching ActivitiesLecture82:0016:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00N/A
Guided Independent StudyIndependent study130:0030:00N/A
Total100:00
Teaching Rationale And Relationship

Lectures provide a framework for student learning.

Reading is from a set reading list and may be supplemented by additional texts and articles recommended throughout the module.

Group work is designed to encourage students to learn and to develop international business strategy in a team.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay2M1002500 words
Formative Assessments
Description Semester When Set Comment
Case study2MWritten Case Study (Group) Weekly x 3 weeks - Verbal feedback given
Prof skill assessmnt2MCountry Screening x 2 (Group) - Week 3 Group work informs individual student’s choice of country market for assessed marketing plan
Oral Presentation2MGroup Presentation - Week 3. Feedback provided by the Module Leader and the company
Assessment Rationale And Relationship

The Assignment is a 2500 word report written on an individual basis. The students are to write and justify an International Marketing Plan for a UK-based company, based on current and real issues, presented in a live case study.

The company and its issues are introduced during lectures and seminars; The company may be at any stage of their international development and will have been selected on the basis that they want to market products or services internationally. Their interest may be in expanding into any type of market: emerging, developed, nearby or distant.

Students are expected to work in groups to research the markets and the company. They are expected to produce work, for example the screening of countries, to a standard that will be useable by and useful to the company. Research for the assignment will be conducted in small groups (approximately 4-5 students) and presented during the seminars. On the basis of this work the students will then write an individual report.

Reading Lists

Timetable