Introduction to International Marketing Management
A module of 10 credits
UNIVERSITY OF CENTRAL LANCASHIRE
MODULE INFORMATION PACK
This module aims to examine the internationalisation of the firm and the role of International Marketing Management within this process.
· To examine those marketing management activities which are key to a company’s market extension policy
· To examine the role of marketing management in the development of international business strategies.
.On successful completion of this module a student will be able to:
recognise and critically evaluate the concepts and principles underlying the development of international business and marketing;
Develop marketing and business solutions within overseas markets by drawing on theoretical and empirical sources.
Clearly be able to present ideas to an audience
Marketing & International Marketing
· impact on the firm
· the internationalisation of the firm
· key issues in decision making
The International Business Process
· organisational objectives
· information: foreign market potential and the international environment
· corporate fit
· the decision to go international
· international marketing strategy and levels of involvement
· the selection of markets and methods of foreign market entry
International Marketing Strategy
· international market segmentation
· product strategy and standardisation
· international pricing
· communication in foreign markets
· international distribution - key issues and problems
International Marketing Structures
planning and controlling international operations
Teaching and Learning Strategy
The teaching and learning strategy involves a comprehensive lecture programme, supported by recommended reading. In addition, student centred seminars will provide the opportunity for applied study of analysis, choice and implementation within the marketing management process.
The main vehicle for seminar activity will be case study material. Such activity will draw upon a number of skills, e.g. analytical presentation and role play.
Students will get the opportunity to present their ideas in interactive seminar on key international marketing management areas such as: How to internationalise and market entry strategy
Students will be guided weekly on where to obtain relevant sources of information in order to develop the enquiry skills required in industry.
Throughout the module a number of educational DVD’s, mini case-studies and critical discussion questions will be adopted to facilitate the learning process. Students will also be encouraged to present key findings linked to assessment so that useful feedback can be provided in an attempt to maximise student assessment performance.
DIRECT CONTACT HOURS
No of hours
One seminar per week
One lecture per week
TOTAL CONTACT HOURS
INDEPENDENT LEARNING HOURS:
This will be made up of group work on presentations, directed reading, preparation for seminars and assignments
TOTAL INDEPENDENT LEARNING HOURS
Individual written piece of coursework (on specific topic or using a case study)
Copies of the lecture slides and other documentation can be downloaded from Blackboard
MODULE ENHANCEMENT SINCE LAST DELIVERY
Revalidated in June 2011. Content re-written & updated December 2012/January 2013
Please see assessments at the back of the MIP
Module Pass Requirements:
Students must attempt all elements of assessment and achieve a weighted average of 40% overall to pass the module. In-semester reassessment will be offered where possible.
The decision to offer reassessment lies with the Course/School Assessment Board taking account of the recommendations from Module Boards and the student’s overall profile. For modules which are assessed at the end of the first semester, the decision to offer reassessment lies with the Module Board.
The best mark which may be awarded for a module following reassessment is 40%. If both the original mark and the reassessment are at <40% then the better of the two marks will be used in any subsequent averaging calculation.
Where a reassessed module is failed the Course/School Assessment Board will use academic judgement to determine whether that module may be condoned or retaken, taking account of the recommendations from the Module Board. A retaken module (or alternative module) counts as a second attempt.
Student attendance at timetabled learning activities of Courses and Modules is required. Notification of illness or exceptional requests for leave of absence must be made to the Course Leader. Unauthorised absence is not acceptable and may attract academic penalties (See Academic Regulations C11.4) and/or other penalties (see Regulations for the Conduct of Students).
Students who do not respond to communications concerning continuous unauthorised absence may be deemed to have withdrawn from the course. The date of withdrawal will be recorded as the last day of attendance. Individual modules may incorporate a specific attendance requirement as part of the assessment criteria for successful completion of a module.
The University requires students to adhere to submission deadlines for any form of assessment. A penalty will be applied in relation to unauthorised late submission of work.
Authorisation of the late submission of work requires written permission. There is an extension form that needs to be completed, available from the Student Office. This form needs to be signed by the module tutor and the Division Leader with responsibility for the module if the Division leader is not available then the form can be signed by the appropriate Associate Director. It is your responsibility to get the form signed which will give you permission for one extension period of between 1 and 10 working days where evidence of circumstances has been accepted and where submission within this timescale would be reasonable taking into account those circumstances.
The University operates a universal penalty scale for unauthorised late submission of any form of assessed work. Students who submit work within 5 working days after the published submission date without an authorised extension will obtain a maximum mark of 40% for that element of assessment.
All work submitted later than 5 working days after the published submission date will be awarded a mark of 0%.
EXTENUATING CIRCUMSTANCES AND POOR PERFORMANCE
Students who are unable to submit work within 10 working days after the submission date due to verifiable extenuating circumstances which are serious and exceptional, may submit a case for consideration in accordance with the University’s Extenuating Circumstances Procedure.
The University operates a universal scheme for the submission of extenuating circumstances. If you feel that you have extenuating circumstances then you need to obtain a special envelope marked "Extenuating Circumstances" from the Student Office. This contains a form which asks for details of the course, the year of study, the name of the student, the name of the course leader and identifies the modules affected. (This includes modules internal and external to the School).
You must attach relevant documentary evidence such as medical certificates. The completed form and envelope are then returned to the Student Office.
Note: disability or learning difficulty does not constitute an extenuating circumstance
CHEATING, PLAGIARISM AND USING UNFAIR MEANS TO ENHANCE PERFORMANCE
The University regards any use of unfair means in an attempt to enhance performance or to influence the standard of award obtained as a serious academic and disciplinary offence.
Unfair means includes all forms of cheating, plagiarism and collusion. Students are required to sign a declaration indicating that individual work submitted for assessment is their own.
All instances or allegations of the use of unfair means will be investigated under the procedure detailed in Appendix 10 of the Academic Regulations.
It is therefore essential that you acknowledge an author's work that you may have used to support an argument in any of your assignments.
Plagiarism is a particular form of cheating that the University is concerned about. All work that is submitted for assessment must be genuinely your own work and not the result of plagiarism. You sign to this effect on each cover sheet submitted with your assignments. If you are quoting actual words from a published or unpublished text you must use quotation marks and cite your source. In order to avoid accusations of plagiarism you should use the Harvard Referencing System. This will ensure that there is no ambiguity.
You must also not pass work off as the result of your individual efforts, if you have in fact colluded with other students to prepare the piece of work jointly, or you have copied each other’s work. Clearly, it is also wrong to copy another student’s work without them knowing about it.
You are advised to read the extract on this subject in the University Regulations. If you have any doubts on this important matter, you are advised to speak with the module tutor or Course Leader.
IN THE EVENT OF STAFF ABSENCE
All lecture material will be uploaded to Blackboard in advance of each session and in the event of a staff absence students must read through the lecture notes as per the scheme of work and read the relevant section in the core text book.
The following book is essential reading:
Albaum, G., Strandskov, J. et al (2011) Seventh Edition, International Marketing and Export Management. PrenticeHall
Brassington F. and Pettitt, S (2007) Second Edition Essentials of Marketing. Harlow: Pearson Education
Hollensen, S. (2011) Fifth Edition Global Marketing. Prentice Hall.
Jobber, D. (2009) Principles and practice of marketing. 6th edition. Maidenhead, McGraw-Hill.
Keegan, W.J. (2004) Global Marketing Management. Prentice Hall
Sutherland, J. and Canwell, D. (2004) Key concepts in Marketing. Basingstoke: Palgrave
An increasing number of Marketing journals are available in the library or via academic databases e.g. Emerald. They provide very useful reference material for learning and specifically for essays, presentations, dissertation etc. Please note that the term “journals“ is used to cover a wide-range of publications. Examples of available journals include the following:
“Revolution” (digital marketing)
“Pathfinder Business”, (the magazine of the Institute of Export)
“The Marketer”, (the magazine of the Institute of Export)
“Time”, (editions: US, European, Asian, and Pacific)
“Fortune” (editions: US, Asia Pacific and Europe/Middle/East/Africa/Latin America)
“The World in 2011”, The Economist
National and International Newspapers e.g. “The Times”, “The Financial Times”, “The Independent”, “The Guardian”, “The Washington Post”, “The International Herald Tribune”
Please note that this is an indicative list of academic journals in which you will find refereed academic articles.
Asia Pacific Journal of Marketing and Logistics
Corporate Communications: An International Journal
Direct Marketing: An International Journal
European Journal of Marketing
International Journal of Bank Marketing
International Journal of Pharmaceutical and Healthcare Marketing
International Journal of Wine Business Research
International Journal of Wine Marketing
International Marketing Review
Journal of Business & Industrial Marketing
Journal of Communication Management
Journal of Consumer Marketing
Journal of Fashion Marketing and Management
Journal of Historical Research in Marketing
Journal of Marketing Practice: Applied Marketing Science
Journal of Product & Brand Management
Journal of Services Marketing
Marketing Intelligence & Planning
Pricing Strategy and Practice
Qualitative Market Research: An International Journal
Young Consumers: Insight and Ideas for Responsible Marketers