Programme And Module Handbook
 
Course Details in 2022/23 Session


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Module Title LM Implementing International Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37292
Module Lead Joanna Pokorska-Zare
Level Masters Level
Credits 20
Semester Semester 2
Pre-requisites
Co-requisites LM International Marketing - (07 37294)
Restrictions None
Contact Hours Lecture-24 hours
Supervised time in studio/workshop-16 hours
Guided independent study-160 hours
Total: 200 hours
Exclusions
Description The Implementing International Marketing module allows for students to build upon their theoretical knowledge and practical skills gained in the International Marketing module.

This module seeks to extend the depth of knowledge about the development and implementation of international marketing strategies. It focusses on the processes adopted by marketing professionals: analysis, development, and most important, the implementation of international marketing strategies, and refinement in response to tactical / short term imperatives.

Alongside the academic knowledge, the development of employability skills will be achieved through practical work in which students will be supported to develop their ability to choose the most effective strategies, assess implementation and managerial implications; and critically evaluate strategic marketing analysis methods with respect to their validity and relevance. The module will also explore the impact of marketing decisions upon the long-term evolution of markets; and market structures in terms of customers, competitors and market channels.
Learning Outcomes By the end of the module students should be able to:
  • Formulate an appropriate international marketing strategy by applying a disciplined approach to the analysis of international marketing problems in a simulated environment.
  • Implement and appraise international marketing decisions in a wide number of areas, such as segmentation, targeting and positioning, production planning, marketing mix implementation.
  • Work effectively as part of a team to analyse complex problems and apply suitable solutions.
  • Critically reflect on own performance.
  • Communicate effectively in writing.
Assessment
Assessment Methods & Exceptions Assessment:

1. Group work consisting of a Report and simulation results (30%). The report focuses on the results and performance throughout the process. It also includes a peer review element to assess the teamwork and individual contributions. (3000 words or numerical equivalent plus peer review forms)
2. Individual Portfolio (3.000 words) (70%) The individual portfolio is formed of two parts: Part A: Simulation report formulating on the links between theory, strategy implementation and success/ failure of the strategy
Part B: Individual reflective essay

Reassessment:

Reassessment per failed component.

1. Individual Report (30%). The report focuses in the results and performace throughout the process presented in a executive summary style. (1000 words or numerical equivalent)
2. Individual Portfolio (3.000 words) (70%)
The individual portfolio is formed of two parts:
Part A: Simulation report formulating on the links between theory, strategy implementation and success/ failure of the strategy
Part B: Individual reflective essay
Other
Reading List