BE553-7-AU-SO:
Principles of International Marketing
2020/21
Essex Business School
Southend Campus
Autumn
Postgraduate: Level 7
Current
Thursday 08 October 2020
Friday 18 December 2020
15
21 August 2020
Requisites for this module
(none)
(none)
(none)
(none)
(none)
MSC N55012 International Marketing and Entrepreneurship,
MSC N550MO International Marketing and Entrepreneurship,
MBM N21012 MBM,
MBM N210JS MBM
This module focuses on building an appreciation of international marketing issues. The module complements the module on international marketing strategy and planning and introduces students to the elements required for marketing strategy implementation.
The module has two broad themes - firstly, it addresses cross cultural issues and perspectives in international marketing focussing on buyer behaviour in both B2B and B2C contexts and organisational issues; secondly, aspects of international marketing covering the use of international market research, implications for product and service management, marketing communications, marketing channels, new product development, services marketing, and retailing.
The module aims to help students understand the critical issues faced by an organisation in managing its international marketing activities and their implications for entrepreneurial activity.
On successful completion of this module, students should be able to:
1. Understand the critical issues faced by an organisation in managing its international marketing activities
2. Acquire an in-depth understanding of the theory and practice of international marketing
3. Develop an understanding of the cross-cultural issues and perspectives in international marketing
4. Build an awareness of the aspects of international marketing such as product and service management, marketing communications, marketing channels, international marketing research, new product development, services marketing, marketing for the small retail business and new ventures
No additional information available.
The following learning and teaching methods will inform the pedagogic structure of the course:
Lectures
Seminars
Case studies
Class exercises
Group Work
Students will be encouraged and required to refer to a wide range of resources covering text books and academic per reviewed journal articles, to build an understanding of theoretical concepts and refer to articles in business newspapers and periodicals to follow current trends and practices concerning the application of international marketing in business.
This course will use a mix of lectures and seminars to deliver the course content and build its understanding.
The lectures will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 3 hours per week for 10 weeks, comprising of 2 hour lecture and 1 hour seminar time.
The seminars will focus on video case studies and business case studies sourced primarily from the European Case Clearing House (ECCH), Harvard Business Cases, FT Reports and other international case banks, to encourage students during class exercises to analyse international marketing environment in different business contexts and develop strategic approaches in response to the case requirements. Additionally, some of the seminars will comprise of discussion of assigned readings from journal articles.
This module does not appear to have any essential texts. To see non-essential items, please refer to the module's reading list.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
Individual Essay |
|
100% |
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Dr Wei Liu, email: w.liu@essex.ac.uk.
Dr Wei Liu
w.liu@essex.ac.uk
No
No
No
Dr Ping Zheng
Canterbury Christ Church University
Available via Moodle
Of 86 hours, 0 (0%) hours available to students:
86 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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