If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.
Module Title
LM International Marketing Strategy
School
Birmingham Business School
Department
Birmingham Business School
Module Code
07 21969
Module Lead
Louise Canning
Level
Masters Level
Credits
20
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
MSc International Marketing (7109)) - Compulsory (S2)
Exclusions
Description
This module builds on students' understanding of basic marketing theory, principles and practice and of the challenges facing the marketer operating in an international environment. The module explores the interface between international marketing and business strategy, enabling students to critically evaluate and gain practical experience of the way in which marketing contributes to the development, implementation and monitoring of organizational strategy and of the impact of changes in the international environment on marketing decisions and performance.
Learning Outcomes
On completion of this module successful students will be able to demonstrate:
A. Knowledge and understanding of:
developments in the international business environment and trends in the strategies of companies in the context of internationalization and globalization
the nature and process of international marketing strategy formulation
the boundaries of international marketing strategy that impact decisions and influence the market scope and competitive advantage of a firm
the theory, principles and practical challenges of international market selection and entry decisions
the issues facing marketers in the allocation and customization of marketing resources when operating in different geographic markets.
B. Successful students will develop (or enhance) skills to:
<
apply a disciplined approach to the analysis of international marketing problems and resolution through the selective use of tools for analysis and strategy formulation
make selective and critical use of academic material to examine international marketing issues
present and communicate information in writing and orally; deliver logical arguments
use financial and other quantitative analysis to evaluate current and projected company performance and/or market opportunities
use IT for marketing applications and to support information and data retrieval
Assessment
21969-01 : Development Plan : Coursework (15%)
21969-02 : Group Presentation : Presentation (15%)
21969-03 : Individual Assignment : Coursework (20%)
21969-04 : Exam : Exam (Centrally Timetabled) - Written Unseen (50%)
Assessment Methods & Exceptions
Coursework: 50% (Group international marketing plan - 1000 words, 15%; Group presentation - 15%; Individual reflective exercise, 2000 words - 20%; Examination: 3 hours, 50%.