MM335-International Marketing

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites: MM255 Marketing Management or RE2PREP Projects in Real Estate and Planning (2)
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2018/9

Module Convenor: Dr Cristiana Lages

Email: c.r.lages@henley.ac.uk

Type of module:

Summary module description:
This module will introduce students to marketing in an international context.

This module is delivered at University of Reading and University of Reading Malaysia.

Aims:
This module aims to enable students to understand the complexity and variety of factors playing a role in designing and implementing international marketing programmes. The module also aims to stimulate students' critical and independent thinking in addressing topics from a theoretical as well as an empirical perspective. Most organisations out-grow their domestic markets and are faced with challenges in opening up export opportunities and spreading their operations internationally. In an increasingly digital era, trading across geographic and political borders is ever more commonplace. While these options provide growth for organisations, they also present significant hurdles. This module discusses the reasons for operating outside the domestic market, explores the analyses necessary before selecting entry strategies and deciding on a global marketing strategy, and considers the implications for marketing operations for organisations trading across cultures.

Assessable learning outcomes:

By the end of the module it is expected that students will be able to:



1. Understand market considerations in an international environment.



2. Analyse the impact of cultural, economic and other environmental factors on international marketing efforts.



3. Understand the value and the challenges of international market information analysis.



4. Design a competitive marketing strategy in an international context.



5. Discuss strategic options in the implementation of international marketing programmes.



6. Discuss methods of evaluation and control of international marketing performance.


Additional outcomes:

Outline content:
Understand market considerations in an international environment; Understand international market information analysis; Design a competitive marketing strategy in an international context; Discuss strategic options in the implementation of international marketing programmes; Understand adaptation and standardisation; Appreciate the implications of trading across cultures; Discuss methods of evaluation and control of international marketing performance.

Brief description of teaching and learning methods:
The module consists of lectures (10x2) and seminars (3x1). During this time the main topics on the syllabus are covered. Students are encouraged to actively participate in discussions during these sessions and share relevant work experiences. Seminars involve group work on a particular case followed by presentations. Students are expected to read key references and to do a significant amount of independent research using the Internet, journals, and academic references.

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 3
Guided independent study 177
       
Total hours by term 200.00
       
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 60
Written assignment including essay 30
Oral assessment and presentation 10

Summative assessment- Examinations:
2 hours.

Summative assessment- Coursework and in-class tests:

An Essay to be submitted during week 11 of Autumn Term.



A Presentation during week 9 of Autumn Term.


Formative assessment methods:
Verbal feedback will be given during the seminars to help students progress with the presentations and written reports.

Penalties for late submission:


Assessment requirements for a pass:
An overall mark of 40% needs to be achieved to pass the module.

Reassessment arrangements:

Re-examination takes place in August of the same year. Reassessment is by examination only.


Additional Costs (specified where applicable):

1) Required text books: Hollensen, S. (2014), Global Marketing. A Decision-Oriented Approach, (6th Edition), London: FT Prentice Hall. 


Last updated: 14 August 2018

THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.

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