| Code | INB451 |
| School | EBSL |
| Description | Today we live in a global marketplace. In order for a company to survive in this world-wide business climate, it is becoming increasingly necessary for it to compete on an international or even global level. Accordingly, it is essential for business students to understand the intricacies and complexities of marketing products and services around the world both on an operational and strategic level. Thus, the International Marketing course will serve to provide students with a framework of concepts and real-life business practices to which they can adhere once they enter the business world. |
| Module Level | 4 |
| Module Code | INB451 |
| Available Summer | N |
| Semester | 1 |
| Credits | 15 |
| ECTS Credits | 6.5 |
| Contact Hours | 33 |
| Course Aims | The aim of the International Marketing module is to provide students with a sound grasp of the complexities of sustaining and developing effective marketing strategies and tactics across national boundaries. The course will help students to develop an understanding that will guide them in planning and managing of the flow of goods and services to consumers or business users across national boundaries. Students will acquire the tools and frameworks to enable them to develop a systematic understanding of how international markets differ as well as the needs and wants of consumers in diverse cultural, political and economic environments. A core aim of the module will be to facilitate students in the acquisition of the knowledge and skills necessary to construct viable international marketing plans considering components of the marketing mix in relation to the broader environmental context. |
| Learning Outcomes |
- Understand and critically evaluate marketing concepts and theories and how they apply to strategically and tactically marketing products and services internationally
- Determine and analyse the strategic issues in international marketing and how they impact the firm with regard to finances, human resources, operations and logistics
- Critically analyse the international marketing environment (micro and macro influences) from various research sources and then select and justify an appropriate international marketing program (firm goals, strategy and tactics) based on this analysis
- Analyse the impact of the changing international marketing environment and react accordingly by creating alternative marketing actions
- Understand how to monitor and control an international marketing program
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| Reading Recommended | Sirkeci, I. (compiled by) (2008) International Marketing, Pearson, Harlow, UK |
| Asseseement Methods | Individual research paper (50%)
Research plan and group report (50%) |