A critical and systematic understanding of the key theoretical approaches informing international marketing management and of when and how to apply them in different marketing circumstances

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AIMS

The aims of this unit are to:

Provide a critical and systematic view of the major perspectives, theoretical approaches, principles and activities in international marketing management;
Review critically theoretical frameworks both for the analysis of international marketing environments and for the development of marketing programmes within them;
Develop analytical skills to explore the issues raised by different international market situations and provide appropriate recommendations in response to them.

LEARNING OUTCOMES

Having completed this unit the student is expected to demonstrate:

A critical and systematic understanding of the key theoretical approaches informing international marketing management and of when and how to apply them in different marketing circumstances;
An ability to analyse complex marketing environments, using appropriate techniques, and to understand the implications of the opportunities and issues which they present;
An ability to critically evaluate options and then make recommendations for the development and management of international marketing programmes appropriate to different international markets, using appropriate theoretical frameworks.

LEARNING ENVIRONMENT

LEARNING AND TEACHING METHODS

This unit handbook and other relevant materials, including lecture slides, recorded lectures will be available from myBU for viewing, downloading and printing. These resources can be found under the Unit Materials tab in myBU unless indicated otherwise.

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INDICATIVE CONTENT

External Factors

Analysis of the international marketing environment using the PESTLE macro framework, with particular emphasis on culture and economic factors. Theories of internationalization and trade.

Marketing Research

Consideration of the information needs of international marketers, both to select appropriate markets and to develop marketing mixes within them; exploration of the issues involved in collecting research data internationally.

Product and Service

International branding options, including defining global brands and examining the issues involved in creating them. New product development. Product adaption vs standardization. Characteristics of services, after sales servicec.

Distribution and Market Entry Decisions

Considerations involved in selecting and then managing channels of distribution appropriate to different market and company situations. Logistics.

Promotion

Examination of the issues and alternative approaches relating to developing promotional campaigns across markets. Relationship and viral marketing.

Pricing

Consideration of the factors involved in the pricing decision. Determining pricing tactics for international markets.

International Planning and Control and Company Organisation

Development of international marketing plans; monitoring and control mechanisms. Measuring performance.

Word Count: 3000 words

A critical and systematic understanding of the key