BUSI47N15: INTERNATIONAL MARKETING (ONLINE)

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• International Marketing (Taught)

• To provide an analytic decision-oriented framework for the development and implementation of international marketing programmes.
• To provide students with a knowledge and critical understanding of the global competitive marketplace, and international business activity within it, from a marketing perspective.
• To develop students' skills in critical evaluation and in design and implementation of strategy, by linking the teaching to a range of case examples to assist them to link theory with practice

• Initiation of Internationalisation
• Internationalisation Theories
• The Political/Legal and Economic Environment
• Cultural Environment of International Marketing
• The International Market Selection Process
• Market Entry Strategies
• Product Decisions
• Pricing for International Markets
• Distribution Decisions
• International Promotion Strategies
• Cross-cultural sales negotiations

Subject-specific Knowledge:

• On completion of the module students should have:
• An advanced knowledge and critical understanding of the process of market selection;
• An advanced knowledge and critical understanding of the process of internationalisation;
• a critical appreciation of the different forms of market entry;
• an advanced understanding of the international adjustment of the marketing mix;
• a critical awareness of the steps necessary for the implementation of an international marketing strategy.

Subject-specific Skills:

• By the end of the module, students should:
• be able to critically evaluate the effect of the global environment on international marketing activities
• be able to design and implement international marketing strategies

Key Skills:

• In addition, students will have had the opportunity to further develop the following key skills:
• effective written communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced skills in the interpretation of data
• advanced computer literacy skills

• The module is delivered via online learning across a six month period, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email).
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

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