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Module Title LM International Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 16419
Module Lead Dr Diana Gregory-Smith
Level Masters Level
Credits 10
Semester Semester 1
Restrictions None

The aim of the module is to develop students' knowledge of marketing within an international context. The increasing importance of international exchange and transactions means that many businesses, regardless of size, have to direct their attention to the international market place but this requires a different set of marketing skills than those required for domestic marketing. The international marketer faces numerous challenges including: cultural diversity, complex marketing environments, constant shifts in market requirements, newly emerging markets and difficult marketing mix decisions. The module will explore a range of international marketing topics that will enable students to appreciate the involved multifaceted nature of cross border marketing decisions and the important role of marketing strategies within international business.

Learning Outcomes

By the end of the module students should be able to:

  • demonstrate comprehensive knowledge and understanding of marketing and international marketing within the context of international business;
  • critique the theory and application of international marketing management in a diverse global environment;
  • critically evaluate the international marketing concept and the challenge presented by globalisation;
  • demonstrate a systematic understanding of the complexity of cross cultural issues when making international marketing decisions;
  • critically appraise the advantages and disadvantages of alternative market entry strategies;
  • analyse international marketing opportunities and present suitable international marketing strategies.
Assessment 16419-01 : Coursework : Coursework (30%)
16419-02 : Exam : Exam (Centrally Timetabled) - Written Unseen (70%)
Assessment Methods & Exceptions Assessment: 2,500 word group coursework (30%)
2 hour examination (70%)

Reassessment: 2 hour examination (100%)
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