International Marketing
This module enables you to develop an appreciation of the dynamics of the international marketplace and the complex and challenging forces shaping this environment.
The module uses the principles and frameworks underpinning international marketing to assess how key marketing and consumer behaviour theories, models and concepts apply in an increasingly globalised and internationally competitive marketplace.
You will develop an appreciation of the dynamics of the international marketplace and the complex and challenging forces shaping this environment. The module is case-focused, encouraging you to apply academic concepts to real-world examples and issues. The cases will try to draw upon all areas of business including: those of a B2B and B2C nature, firm sizes from MNE to SME, and encompassing both goods-dominant and service-dominant industries from around the world. The analysis of international markets and evaluation of corporations’ international behaviour are key elements of the module. Areas considered include:
- Going to market: market entry strategies, assessment of market attractiveness and potential issues of internationalisation and trade barriers/restrictions.
- Marketing approaches in a host country: how organisations overcome cultural issues and political concerns through product development, pricing strategies and communication.
- Consumer behaviour: considering the role of social and cultural influences on consumer decision-making, consumer values, attitudes and beliefs.
- Standardisation versus customisation of offering: both global and local.
Tutor: Michael Anthonisz
