Academic Handbook Course Descriptors and Programme Specifications

LBUSI5108 International Marketing Course Descriptor subject to approval

Last modified on November 19th, 2024 at 10:14 am

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Discipline Business and Project Management
UK Credit 15
US Credit 4
FHEQ Level
Core Attributes None
Prerequisites Introduction to Marketing or equivalent
Corequisites None

Course Overview

The purpose of this course is to reflect both theory and application of international marketing, and to develop a good business understanding of, and the ability to, strategically analyse marketing dilemmas that global firms face.

The course will offer insights from both academic researchers and managers from around the globe on the way firms adjust to the global reality, focusing on modifications of marketing concepts and practices necessitated by environmental differences.

The course will discuss the interactions between the economical, political, technological, and cultural environments and the global firm. It will also include discussions of various key dimensions of international marketing activity such as strategic alliances, branding, channels of distribution and communication, the exporting process, and corporate social responsibility of global firms, including matters of sustainability.

Learning Outcomes

On successful completion of the course, students will be able to:

Knowledge and Understanding

K1b Summarise and critically analyse the relevance of global economic, political, technological, and cultural environments and their relationship to a range of marketing concepts.
K2b Interpret and evaluate a range of academic and/or professional managerial pieces of writing, and apply the findings to real-life case studies.

Subject Specific Skills

S2b Prepare an evidence-based, culturally informed, and sustainability-conscious marketing strategy for a particular set of conditions.

Transferable and Professional Skills

T1b Communicate ideas effectively in a style and form appropriate to Marketing, with coherently organised ideas and appropriate academic references.
T2b Demonstrate a sound technical proficiency in written English and skill in selecting vocabulary so as to communicate effectively to specialist and non-specialist audiences.

Teaching and Learning

Teaching and learning strategies for this course will include: 

A minimum of 36 contact hours, typically to include interactive group teaching, co-curriculars, individual meetings, in-class presentations and exams.

Course information and supplementary materials are available on the University’s Virtual Learning Environment (VLE).

Students will receive individualised developmental feedback on their work for this course.

Students are required to attend and participate in all the formal and timetabled sessions for this course. Students are also expected to manage their directed learning and independent study in support of the course.

Assessment

Both formative and summative assessment are used as part of this course, with purely formative opportunities typically embedded within interactive teaching sessions, office hours, and/or the VLE.

Summative

AE Assessment Activity Weighting (%) Duration Length
1 Presentation 30% 10 minutes N/A
2 Written Assignment 70% N/A 2000 words

Further information can be found in the Course Syllabus.

Feedback

Students will receive formative and summative feedback in a variety of ways, written (e.g. marked up on assignments, through email or the VLE) or oral (e.g. as part of interactive teaching sessions or in office hours). 

Indicative Reading

Note: Comprehensive and current reading lists for courses are produced annually in the Course Syllabus or other documentation provided to students; the indicative reading list provided below is used as part of the approval/modification process only.

Books

  • Cateora, P. R., Money, R. B., Gilly, M. C., & Graham, J. L. (2020). International marketing. McGraw-Hill.
  • Johansson, J.K. and M.T. Furick (2017), The New Global Marketing: Local Adaptation for Sustainability and Profit. Cognella Academic Publishing.
  • Meyer, Erin (2014), The Culture Map, Public Affairs.

Journals

  • González-Márquez, R, et al. (2023). Where to Internationalise and Why: Country Selection by Restaurant Franchises. Journal of Retailing and Consumer Services, 72, 103287.
  • Hofstede, G. (1983). The Cultural Relativity of Organizational Practices and Theories, Journal of International Business Studies, 14, 75-89.
  • Paul, J. (2020) “Marketing in emerging markets: A review, theoretical synthesis and extension.” International Journal of Emerging Markets 15.3 (2020): 446-468.
  • Pecot, Fabien, et al. (2023) “Brand Heritage across Cultures: U.S.A., France and South Korea.” The Journal of Brand Management, vol. 30, no. 1, 2023, pp. 49–60, https://doi.org/10.1057/s41262-022-00291-9.
  • Porter M. (1990). Competitive Advantage of Nations, Harvard Business Review, March-April, 73-93.
  • Patterson P., J. Scott, and M. Uncles. (2010). How the Local Competition Defeated a Global Brand: The Case of Starbucks, Australian Marketing Journal, 18, 41-47.
  • Santos, J. and P. Williamson. (2015). The New Mission for Multinationals, Sloan Management Review, Summer Issue, 44-54.
  • Sharifonnasabi, Zahra, Fleura Bardhi, and Marius K. Luedicke. (2020) “How globalization affects consumers: Insights from 30 years of CCT globalization research.” Marketing Theory 20.3, 273-298.

Electronic Resources

Cases:

  • Chick-fil-A International Expansion Challenges, Richard Ivey School of Business, 9B20M046
  • IKEA’s Socio-Cultural Conundrum in India, Institute of Management Technology, Hyderabad, 519-0071-1
  • Nora-Sakari: A Proposed JV in Malaysia, Richard Ivey School of Business 9B15M085

Indicative Topics

Students will study the following topics:

  • The competitive advantage of nations
  • International marketing strategies
  • The international cultural environment
  • The ethics of intercultural work
  • International market research
  • Foreign entry strategies
  • Global product and promotion policy
  • Country branding

Version History

Title: LBUSI5108 International Marketing Course Descriptor

Approved by: Academic Board

Location: academic-handbook/programme-specifications-and-handbooks/
Version Number Date Approved Date Published Owner Proposed Next Review Date Modification (As per AQF4) & Category Number
1.0 October 2024 November 2024 Dr Sanjay Bhowmick October 2029