Download Unit title: International Marketing Credit points: 20 Unit code

Unit title:
International Marketing
Credit points:
20
Unit code:
MKT469
FHEQ level:
6
School/ Service:
Unit designation:
Traditional
Programme group:
Business, Law and
Communications
Business
Unit delivery model:
CD/BL
Max & Min Student
no.:
N/A
TOTAL STUDENT WORKLOAD
Students are required to attend and participate in all the formal timetabled sessions for the
unit. Students are also expected to manage their directed learning and independent study
in support of the unit.
PREREQUISITES AND CO-REQUISITES: None.
UNIT DESCRIPTION
The International Marketing unit extends the student's knowledge of the marketing concept
and applies it to the global marketplace. The trend in globalisation of markets, the
importance of the UK membership of the EU, as well as UK's significant trading relations
with the USA, Japan and the Pacific Basin nations are essential areas of knowledge for
marketing practitioners which this unit covers in detail. The main trading blocks and global
institutions affecting global marketing operations are also considered.
The unit, additionally, covers the key methods of global market assessment, market entry
and adaptation or standardisation of the marketing programme elements. The role of
culture in shaping demand for products and motivation to purchase is also examined. The
unit takes a strategic view of global marketing and includes methods of analysis, planning
and control available to the global marketing manager.
This unit will cover all levels of international marketing involvement, including exporting,
international marketing, multinational marketing and global marketing. Theoretical
concepts will be related to emerging themes in marketing.
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding
K1
Independently access information, ideas and evidence from a wide range of
secondary and primary sources in relation to identify and specify different types of
international marketing and/or discuss emerging themes in international marketing
Cognitive Skills
C1
Critically analyse, evaluate and synthesise macro and micro information, data and
ideas, some at the forefront of knowledge in the field of international marketing
regarding ways in which an organisation can gain a competitive advantage in the
global market place.
Independently design, plan and execute responses to solve complex international
marketing problems, both abstract and practical, in a range of variable contexts,
including work contexts
C2
Practical and Professional Skills
P1
Conduct basic research
Transferable and Key Skills
T1
Communicate effectively using media, styles and protocols appropriate to the
context, audience and purpose of the communication
T2
Reflect critically and constructively on own performance and that of others and
devise strategies for improvement
AREAS OF STUDY










The International Marketing environment
Building a presence in the global market
Different levels of involvement in international markets
Researching and analysing global markets
Modes of entry into global markets
Product, communications, price and distribution decisions
Refocusing the portfolio to exploit new market opportunities
Global planning and control, organising for global marketing, the concept of free
trade, global marketing ethics.
The cultural variables in international markets
Intercultural marketing communications
LEARNING AND TEACHING STRATEGY
A programme of lectures will identify and describe in context the core theories and concepts
relating to international/global marketing. A series of seminar group sessions will also be
offered at which lecture material will be extended and further contextualised. Students will
be expected to explore the level of their understanding by reviewing ‘consolidation
exercises’ and will be encouraged to direct at least part of each session through listening
and questioning.
Work related learning opportunities will be provided in the lecturers and seminars via case
studies and industry based problems that require resolution using the theoretical ideas from
the unit and current best practice obtained from industry based research.
Students taking this unit on a course via a blended learning delivery method will cover
theoretical aspects with a mix of campus-based sessions and self-directed learning
activities. Students will be expected to take an active part in any asynchronous activities
such as forums, wikis, blogs etc., as well as synchronous activities (i.e. Skype meetings)
where appropriate. Participation in these types of activities, with particular emphasis on
the self-directed learning activities, will be essential to the successful achievement of
learning outcomes in this unit.
The employability skills covered in the unit include:
Self
Managemen
t

Request
formative
feedback
Team
Workin
g

Respect
others
point of
view
Business &
Customer
Awareness

Understandi
ng of global
market
place
Problem
Solving

Analyse
facts
and
figures
Communicatio
n & Literacy
Applicatio
n
of
Numeracy


Listening and Ratio
&
questioning
statistical
analysis
Application
of IT

Use
multiple
data
bases/key
word
searches to
gather and
analyse
informatio
n/on- line
file sharing
ASSESSMENT STRATEGY
Formative feedback will be available to students through scheduled surgeries so that
individual or small groups of students can access the teaching staff to discuss unit matters
of particular interest and receive detailed guidance. The unit will be summatively assessed
using a combination of a proposal to submit a conference paper to an international academic
event and a conference paper on an emerging international marketing theme of the
student’s choice.
ASSESSMENT
AE1
weighting:
assessment type:
length/duration:
online submission:
grade marking:
anonymous marking:
AE2
weighting:
assessment type:
length/duration:
online submission:
grade marking:
anonymous marking:
30%
Individual Proposal
1500 words
Yes
Yes
No
70%
Individual Conference Paper
2500 words
Yes
Yes
No
It should be noted that students who wish to obtain the Chartered Institute of Marketing
or CAM Foundation awards at the end of their course may be required by those Awarding
Bodies to meet a higher pass mark in their units. Currently this stands at Grade C3 or
above. These requirements are outside the control of Southampton Solent University
and may be subject to change.
Aggregation of marks
There is no departure from standard University regulations.
Re-assessment Arrangements
Students sitting a referral will prepare a new individual proposal, and a new conference
paper respectively.
Unit Author:
Lesley Strachan
Date of version:
November 2012
Unit history:
Unit Approved/Year Implemented/Code
Unit modified/Year Implemented/Code
Unit modified/Year Implemented/Code
April 2012
2012/13
MKT469