Unit Title International Marketing

Level 3
Reference No. IIM-3-424
(showing level)
Credit Value One Credit
Student Study Hours Contact hours: 45 Hours
Student managed learning hours: 105 Hours
Pre-requisite learning Marketing Management
Co-requisites N/A
Excluded N/A
combinations
Unit co-ordinator Laurence Fisher
Faculty/Department BCIM
Short Description This unit concerns the transformation that has profoundly affected
the people and industry of many nations. Trends towards free
trade, economic integration, highly developed communications and
technology, and the accessibility of economies previously closed to
the World have resulted in national economies becoming
inextricably linked. National economies of the world are now highly
interdependent, as if part of one Global Marketplace. Even the
small firm must have an international outlook in its marketing,
management, manufacturing or sourcing in order to survive.
However, with this growth in international trade and opportunities
comes the increasing need for an in-depth understanding of this
complex environment. International Marketing studies the nature
and complexity of the International Environment, trends and
developments in the International Marketplace, the ways in which
firms respond to these trends and complexities, and the variety of
management and marketing strategies necessary to gain and to
sustain competitive advantage in many different markets.
Aims This unit aims to provide the student with a thorough knowledge of
both the operational and strategic aspects of international
marketing. It is envisioned that this course will assist students in
developing the skills necessary for them to tackle practical
situations inherent to international marketing operations.

Learning Outcomes Knowledge and Understanding:

On successful completion of this Unit, students will be able to:
A1: Retrieve and interpret current information concerning
international organizations and their
foreign business activities.
A2: Analyse the international environment with regard to
economic/financial, social/cultural, and political/legal forces.
A3: Critically evaluate the various strategic alternatives available
and select a strategy that is appropriate for a firm given its unique
situation..
A4: Understand the changing nature of the international business
environment
A5: Exhibit high levels of awareness and understanding of the
challenges in implementing international marketing strategies

Intellectual Skills:
Students will be expected to demonstrate intellectual skills in the

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 following areas:
B1: Gather, collate, and interpret available information for key
decisions concerning the allocation of resources available to
marketing managers

B2: Ability to develop relevant market selection criteria; design an

effective process of market selection; and decide on appropriate
market entry strategies
B3: Critically evaluate long-term international marketing strategies
in terms of foreign market selection, expansion, and penetration
B4: Critical analysis to identify inefficiencies and efficiencies in the
key intra and inter company relationships
Practical Skills:
On successful completion of this unit students will be able to:
C1: Design global marketing mixes appropriate for differing
international markets in terms of product and brand portfolio,
positioning, pricing, distribution channels and promotional
strategies.
C2: Integrate environmental scanning processes into organizational
strategy development
C3: Identify any location specific factors that may impact upon
proposed strategic alternatives.
C4: Analyse and offer solutions to the problems raised in the case
studies used, and to provide meaningful justification for their
recommendations.
C5: To develop marketing efficiencies in order to achieve
sustainable competitive advantage in the global market
environment

Transferable Skills:
Students will acquire transferable skills to enable:
D1. Effective presentation of proposals to managers and colleagues
D2. Work effectively in multidisciplinary and multicultural teams.
D3. Development of marketing information and communications
systems
D4. To measure the performance of international marketing
management
D5. To develop, plan, implement and control effective global
marketing activities that will enhance the firm’s competitive position.
Employability In order to prepare students for employment in industry lecture
material is closely aligned to actual organizations, the structure and
delivery style of the lectures is designed stimulate high levels of
interaction both among students, and between students and tutors.
It is expected that in doing so students can relate the subject matter
to industry and interpret the subject matter in a real-world context.
Seminars involve case study analysis where students working in
teams to solve a common problem in a similar manner to that of the
work place environment. In consequence students successfully
completing this unit can assume a meaningful role in the logistics
activities of multinational or global organizations.
Teaching and The unit extends over one semester, 3 hours per week.
learning pattern Method of Delivery:
1. Lectures
2. Seminars, which will be interactive-, case study- and

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 exercise based. These are designed to develop the
analytical, communication and critical skills required for a
Level 3 unit.
Indicative content Outline of topics covered in this unit:

Introduction to International Marketing

External Influences on International Marketing Strategies
External Influences on International Marketing Strategies
International Market Research
Market Entry Modes
Organising for Global Marketing
International Product Management
International Marketing Communications
International Pricing
International Distribution
Global Marketing Planning and Control
Assessment The grade/mark for the Unit will be based upon two forms of
Elements & assessment, firstly a Case Study based group assignment, and
weightings secondly a Written Examination. The weighting of these forms of
assessment is as follows:

Coursework: Group Project, Case Study Assignment 40%

Case study assignment comprises an
i) Oral presentation 10%
ii) written report) 30%

Exam 60%

In accordance with University Policy, students must achieve an

overall minimum mark of 40% for all assessed components in the
Unit in order to receive a pass mark (see course guide for
regulations).
Indicative Sources Core Reading
(Reading lists) Cateora, P.R. & Graham, J.L.(2005) International Marketing, 12th
edition, McGraw-Hill, USA
Czinkota, M.R. & Ronkainen, I.A. (2007). International
Marketing, 8th Edition. International Thomson Business Press,
London
Kleindl, B. (2007) International Marketing, 1st edition. International
Thomson Business Press, London
5.2 Optional Reading
Albaum, G. Strandskov, J. & Duerr, E. (2005) International
Marketing & Export Management 4th edition, Pearson Education,
Harlow, UK.
Backhaus, K. Buschken, J. & Voeth, M. (2005). International
Marketing Palgrave Macmillan, UK.

Blythe, J. & Zimmerman, A. (2005) Business to Business Marketing

management: A Global Perspective. Thomson learning, London,
UK

Bradley, F. (2005) International Marketing Strategy, 5th edition.

Pearson Education, Harlow, UK.
Czinkota, M. R. & Ronkainen, I. A. (2004) International

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 Marketing, 7th edition. Thomson, South-Western, USA.

Czinkota, M. R. & Ronkainen, I. A. (2001) Best Practices in

International Marketing, Harcourt Brace College Publishers, Fort
Worth, TX, USA.

De Burca, S. Fletcher, R. Brown, L.. (2004) International Marketing:

an SME Perspective, Prentice Hall, Harlow, Essex, UK.

Doole, I., Lowe, R. (2004) International Marketing: Analysis,

Development, and Implementation, 4th edition. Thomson Business
Press

Edmunds, H. (2006) The AMA Guide to the Globe: Managing the

International Marketing Research Process, 1st edition. International
Thomson Business Press, London

Ghauri, P. & Cateora, P. (2006) International Marketing, 2nd edition.

McGraw-Hill, New York, USA.

Griffin, R.W. & Pustay, M.W. (2007) International Business, 5th

edition. Prentice Hall Europe, Hemel, Hempstead, UK

Hollensen, S. (2006) Marketeting Planning: A Global Perspective,

Prentice Hall Europe, Hemel, Hempstead, UK

Jain, S.C. (2001) International Marketing, 6 edition, Thomson

Learning, London

Jeannet, J.P. (2004) Global Marketing Strategies, 6th edition,

Houghton Mifflin Company, Boston, USA.

Johannsan, J.K. (2003) Global Marketing, 3rd edition (international

edition), McGraw-Hill, New York, USA.

Keegan, W. J. & Schlegemilch, B.B. (2001) Global Marketing

Management: A European Perspective. Pearson Education, Harlow,
UK.

Keegan, W.J. & Green, M.C. (2003) Global Marketing, 3rd edition,
Prentice-Hall
International Inc. Upper Saddle River, NJ, USA

Kotabe, M.& Helsen, K.(2007) Global Marketing Management, 4th

edition, John Wiley & Sons. USA.

Lee, K. & Carter, S. (2005) Global Marketing Management, Oxford

University Press, New York.

Mulbacher, H., Dahringer, L. and Leihs, H. (2006) International

Marketing: A Global Perspective, 3rd edition, International Thomson
Business Press, London.

Usunier, J.C. & Lee, J.A. (2005) Marketing across Cultures, 4th
edition, Pearson Education, Harlow, UK.

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