Marketing Issues In International Business

BMAN64002 Marketing Issues In International Business 15 Semester 2 Postgraduate Taught Level 7 Dimitrija Kalanoski Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 The course unit focuses on strategic aspects of international marketing. Students will develop an appreciation of international marketing as subject of academic thinking and managerial decision making. Managerial issues will be explored using an interactive computer simulation and tools and key methods will be discussed for solving international marketing problems.  International marketing is one of the most popular and important disciplines mainly due to the increasing globalisation of the investment activities of firms. In fact, businesses, big and small are in need of skilled international marketers to navigate the myriad of complexities found in international operations. Therefore, the course unit focuses on strategic aspects of international marketing and emphasises the improvement of students’ analytical, intellectual, and practical skills related to academic thinking and managerial decision making. Knowledge and understanding of the myriad of problems related to marketing of goods and services beyond national boundaries e.g., analysis of the entry strategies into international markets, the role geography plays in international marketing, segmentation, targeting and positioning, standardisation and adaptation. Students will also acquire the analytical and practical skills of composing an international marketing plan that will have a positive impact on students’ employability and career opportunities as marketing researchers, managers, and consultants in a globalised business environment. Students will develop an appreciation of international marketing as subject of academic thinking and managerial decision-making. Managerial issues will be explored using case studies, interaction with practitioners with various tools and key methods being discussed for solving international marketing problems. Particularly the aims of the course unit are:<ul> <li>To encourage students to develop strategic thinking in international marketing.</li> <li>To examine multidimensional tasks of managerial decision making within different environments and cultures.</li> <li>Develop skills of successfully assessing international market opportunities and formulating international marketing mix when confronted with foreign uncontrollable elements such as the political, legal and economic force – as sources of uncertainty.</li> <li>To provide students with an opportunity to improve their written and/or oral presentation skills.</li> <li>To provide students with an understanding of the conduct of academic research in International Marketing. This involves contributing to academic debates in the field by synthesizing existing research. Furthermore, the development and defence of an independent intellectual position, nourished by drawing on a plurality of methodological options in International Marketing, e.g. case studies and large- scale survey research.</li></ul>   Students who successfully complete this course unit are expected to:<ul><li>Use their insight into the complex, dynamic and increasingly global nature of the marketing environment for international marketing research and management assignments.</li><li>Contribute to the debate relating to marketing strategy in international markets.</li><li>Solve selected international marketing problems by applying their insight into strategic and operational decision-making.</li><li>Demonstrate a set of analytical skills and presentation skills for debating central issues in international marketing in a group-context.</li><li>Demonstrate knowledge of the IM field as an academic discipline, through wider academic reading, and an appreciation of differences in marketing theories methods and assumptions.</li><li>Students following this course unit will exhibit a critical understanding of arguments concerning paradigmatic views in scientific IM research and demonstrate a competent application in the area via an independent research project.</li></ul>  0 Other 100% Group report  (50%) Individual marketing assignment (50%)    <ul> <li> Informal advice and discussion during a lecture, seminar, workshop or lab.</li> <li> Responses to student emails and questions from a member of staff including feedback provided to a group via an online discussion forum.</li> <li> Written and/or verbal comments on assessed or non-assessed coursework.</li> <li> Written and/or verbal comments after students have given a group or individual presentation.</li></ul> BMAN64002 Programme Req: BMAN64002 is only available as an elective to students on MSc IB&M MSc Int Business & Management MSc Int Bus & Management-Mgmt PGDT Taught Component Optional MSc Int Business & Management MSc Int Bus & Management PGDT Taught Component Optional N  Main textbook:<ul> <li> Cateora, P.R., Graham, J., & Gilly, M.C. (2019). International Marketing.  McGraw-Hill.</li></ul> The text is available at the library. Further supplementary reading materials, especially journal articles, will be indicated in the detailed programme for the unit.   Lectures 20 Seminars 10 0 120 Informal Contact Method<ul> <li>Office Hours (by arrangement via email)</li> <li>Online Learning Activities (blogs, discussions, self-assessment questions)</li></ul>