International Marketing
AIMS
This module is designed to offer students an overview of the subject of international marketing. Through a combination of theory and application, students will be encouraged to develop an appreciation and understanding of the key issues relating to international marketing strategy, decision-making, and tactics.
LEARNING TEACHING & ASSESSMENT STRATEGY
The principles and practice of international marketing will be discussed in lectures and illustrated through examples. Case studies, discussion topics and practical activities will be used in the seminars. An understanding of international marketing is important for all organisations, whatever the business sector, type or size of organisation. Case studies and examples will be selected to reflect this diversity.
LEARNING OUTCOMES
1. Knowledge & Understanding:
On successful completion of this module you will be able to...
i. critically appraise forces contributing to as well as working to the detriment
of globalisation
ii. critically analyse and evaluate the macro- and micro-environmental influences
that can affect the way in which international marketing campaigns are devised
and implemented
iii. critically appraise the choices that companies face when adapting or standardising
their product, price, promotion and distribution policies on the international
and global level
2. Subject-Specific Skills:
On successful completion of this module you will be able to...
i. critically appraise forces contributing to as well as working to the detriment
of globalisation
ii. critically analyse and evaluate the macro- and micro-environmental influences
that can affect the way in which international marketing campaigns are devised
and implemented
iii. critically appraise the choices that companies face when adapting or standardising
their product, price, promotion and distribution policies on the international
and global level
3. Personal Transferable Skills:
On successful completion of this module you will be able to...
i. critically appraise, analyse and use a variety of sources of information/advice
and decision support systems in deciding whether and to what extent to standardise
or localise marketing measures on the international level.
ii. critically evaluate your role and the roles and relationships of others
when working as part of a team and demonstrate effective partnership working
as part of that team
iii. plan and time manage own theoretical learning
iv. effectively define problems, engage in and evaluate decision making and
use appropriate verbal and written communication skills.
OUTLINE SYLLABUS:
- International marketing and International marketing defined;
- The globalisation and regionalisation of marketing;
- The international environment, international marketing research;
- International market entry and expansion strategies;
- International product decisions;
- International pricing decisions;
- International communications and brand decisions, international distribution decisions;
- International finances, business ethics and corporate social responsibility.
MODULE COORDINATOR
Dr Fernando Fastoso
A Uruguayan national of Italian origin, Fernando studied international business
in Germany and the UK. Prior to joining academia, Fernando worked as an account
executive and strategic planner for the DDB advertising network in Germany for
ten years. His business experience encompasses work on international accounts
for fast-moving consumer goods companies (Henkel, Bahlsen), retailers (Metro
Group), and services firms (Deutsche Bank Leasing).
Fernando’s research interests lie in the fields of international advertising and branding. His Ph.D. looked at the implementation of international advertising strategy in Latin America. He defended his thesis in 2007 without correction. His research has been published in the International Marketing Review and Journal of International Management among others. He is Associate Researcher for the Uruguayan National Agency for Research and Innovation (ANII).