Module Overview

Module Description

This course begins with an introduction to the principles of marketing and the main underlying constructs that form the basis for sound international marketing strategy. International Marketing Strategy refers to the overall direction and positioning of a business in its market(s). In its ideal form, strategy is a clear, conscious plan with highly specified objectives and a detailed schedule of activities and investments for achieving objectives in international markets. Corporate strategy covers all aspects of the business including operations, finance, personnel and marketing. Marketing strategy will be studied in the wider context of corporate strategy, internationalisation and globalisation. The diminishing trade barriers between nations, the continuing enlargement process of the EU and other such trading blocs, concerns over such events as Brexit, alongside the rapid and easy access to foreign markets, the ever increasing rate of global communication (including digital marketing strategies), the internet’s role in international marketing and the competitive imperative for firms to expand are all factors which emphasise the importance of understanding international marketing. Specific topics include but are not limited to internationalisation, international brand strategy, international cultures and their influence over consumption patterns, modes of entry, international communications strategy, trends in international distribution, and trends in developing global strategic partnerships including network theory. This subject critically explores these theoretical elements and assesses this theory in light of current developments in the practice of international marketing.

Module Aim

This subject aims to introduce students to the complexities of the rapidly changing global marketing environment within which businesses operate.  The module introduces students to and familiarises them with essential international marketing strategies so they can critically explore these concepts as they are applied in a global marketplace.This course begins with an introduction of the role of the firm in society. We then consider how marketing is positioned to influence that role. We proceed to consider how firms internationalise and indeed globalise by using different modes of market entry. We focus on the current debates about internationalisation, globalisation (including slowbalisation) in the content of sustainability and climate change. We also draw upon some diverse topics to understand the sustainability of global supply chains, culture, international communications and brand management. By looking at marketing in its wider context, beyond that of the firm, we move beyond a view of marketing as a function and develop insights into its role in a sustainable society.

Objectives

Specific objectives of this course are:

1. To introduce students to current theory and research in the field of International Marketing.
2. To demonstrate the relevance of this material by examples drawing from a range of companies and industries and social contexts.
3. To promote an engaged mindset (from description to critiquing) which approaches marketing problems and opportunities critically in an integrated way.
4. To furnish the student with knowledge of the rapidly changing global marketing environment around issues of “slowbalisation”, sustainability, & networked relationships.