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Undergraduate Module Descriptors 2012/13
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MS5301: International Marketing

Module Title International Marketing
Module Code MS5301
Module Tutor Sarah Maddock
School Business and Management
CAT Points 15
Level of Study 5
Pre-requisites Before taking this module you must pass MM104 or pass MS4301
Co-requisites None
Restrictions Cannot be counted with MM209
Brief Description

The module explores the subject of international marketing and introduces students to the differences between domestic, international, multi-domestic and global approaches to marketing. It builds upon students’ knowledge of the international marketing environment and develops their ability to apply marketing skills to international consumers and markets.

Indicative Syllabus

Indicative topics include:

  • The international trading environment
  • Researching international markets
  • Comparing approaches to international markets, niche strategies versus global strategies
  • How to enter international markets
  • Making international marketing mix decisions.
Learning Outcomes

A student passing this module should be able to:

  1. Analyse international market groups and characteristics.
  2. Use marketing research techniques to assess potential overseas opportunities.
  3. Assess the limitations and benefits of different strategic approaches to international markets
  4. Identify appropriate methods of market entry
  5. Evaluate marketing mix decisions in an international context.
Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 40% Coursework: Individual, standard written: 1250 words or equivalent
002: 60% Coursework: Group work, standard, written: 2000 words or equivalent
Special Assessment Requirements
Indicative Resources

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

Important

Please note the course resources in this website are archived versions from previous years.

Course resources for the current years of entry are available to staff and students on Infonet.

Prospective students should use our Courses information as a starting point.

Old Archive

Course resources prior to 2012/13 can still be found in the original Maps and Descriptors Archive.

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