Module: BMA6100-20 International Marketing

Level: 6

Credit Value: 20

Module Tutor: Nasir Salari

Module Tutor Contact Details: n.salari@bathspa.ac.uk

1. Brief description and aims of module:

This module aims to develop the depth of your knowledge and skills for marketing managers in organisations today, in particular, international marketing. In this module, you will learn how to apply international marketing principles in the development of a marketing strategy document in order to sell a product in a foreign market. You will learn the issues and challenges within international markets and the key decisions that should be taken given the complexities of international markets.

The module aims to raise awareness of both theory and practice in international marketing. To sustain growth, businesses are seeking international opportunities in order to introduce their products and services. However, this is even more challenging than managing the products and services domestically, due to the unique nature of international markets and complex environment in international trade. It is likely that in the future you are involved with international sales and marketing roles and hence it is crucial to understand the principles of international marketing and international trade.

In this module, you will be able to demonstrate the following Graduate Attributes:

• Internationally networked: studying abroad for part of their programme, or studying alongside students from overseas.

• Critical thinkers: able to express their ideas in written and oral form, and possessing information literacy.

• Ethically aware: prepared for citizenship in a local, national and global context.

2.Outline syllabus

There are five main management decisions in relation to international marketing, which will be covered in this module: (1) deciding whether to internationalise; (2) deciding which markets to enter; (3) how to enter the foreign market; (4) designing the global marketing programme; and (5) implementing and coordinating the global marketing programme.

3.Teaching and learning activities

The module will include a mix of one-hour lecture and two-hour seminar. The style will be interactive and there will be an emphasis on application and critical interpretation. Additional selected readings designed to support learning and understanding will be presented as the module develops.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Group presentation

• % Weighting: 40%

Assessment Item 2:

• Assessment Type: Course Work

• Description: Marketing Strategy Document (individual assignment - 3,500 words)

• % Weighting: 60%