Download The International Marketing Programme

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Attendance – Lecture and Tutorial
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Referencing of work
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IKEA
The 40% continuous assessment is composed of
three parts;
Assignment Case Based. Students will work in
teams of no more than three. Each component of
the assessment will be based around one specific
case study.
Part 1 (5%), due week 5: Each team member will
submit an individual report (1,000) outlining the
background of the assigned case and identifying
the theories/models they believe are relevant for
case analysis.
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Part 2 (25%), due week 7: As a group each team
will submit a completed case analysis based on
assigned questions.
Part 3 (10%): commencing week 9: Group
presentations based on the assigned case study,
detailing the brands/company’s international
marketing programme complete with
recommendations.
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All components of continuous assessment will
challenge the students’ abilities to display
analytical skills, the application of theory to
practice, ability to work in a team environment
and continually improve their presentation
skills.
NB: REPEAT EXAM 100%
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1. The Decision to Internationalisation
International Marketing in the firm.
Theories of Firm Internationalisation
Triggers of Internationalisation
Initiation and development export activities
Motivation to internationalize, barriers to
export initiation and ongoing problems
SMEs and LSEs operating at Global level
Government support for Internationalising
SMEs
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Analysis of the International Marketing
Environment
The Political and Economic Environment.
Social and cultural considerations in
international marketing
The Public Policy Environment.
Legal and Regulatory Environment.
Information Technology Environment.
Global, Regional and Emerging Markets.
3. International Market Research and
Opportunity Analysis
 International Market Research.
 International market selection process for SMEs
and Global firms
 International Markets and Customers.
 Analysis of International Competitors.
 International Market Segmentation.
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4. International Market Entry Strategies and
channel choice
Exporting decisions
Agents and Distributors
Strategic Alliances.
Foreign Direct Investment.
Licensing and Franchising.
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5. The International Marketing Programme
International Business Marketing.
International Consumer Marketing.
Internationalisation of services: opportunities
for SMEs
Product strategies and Global branding
decisions
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Standardisation/modification debate
International Product life cycle
International Marketing Communication
strategies.
The role of International Trade fairs and export
promotional programmes for SMEs
International pricing policy and financing
exports
International Logistics and Channel Decisions.
International niche marketing strategies for
SMEs
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6. Implementing & Coordinating the
International Marketing Programme
International Sales Negotiations.
International marketing implementation
through enabling technologies
The internet, E-marketing in International
markets
Organisation and control of the International
marketing programme
Approach
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Interactive Learning
Problem Based Solving
Articles – EXAM!!!!!!!
Case Studies
Group and Team Work
Media
Podcasts – persuadersonlie.com,
TED.com
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Q1. In their article ‘The antecedents and consequences of
integrated global marketing’ Sheth and Parvatiyar state that,
‘Proponents of global marketing contend that, because market
needs are becoming homogenous, country differences are less
relevant to international marketing planning’. Critically evaluate
this statement in reference to this article.
Q 2. The Transaction Cost Analysis (TCA) Model suggests firms
choose the least-cost international location for each activity they
perform and grow by internationalizing markets, bringing
interdependent activities under common ownership and control
up to the point where the benefits of further internationalization
are outweighed by the costs. Critically discuss this statement.
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Lectures
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Tutorials: Group Based
You are expected to read the
material given to you and prepare
for tutorials as requested
Not Tolerated
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Wikipedia as a reference
Google as a reference
SMS language
Not referencing material correctly
Copy and pasting material
See Reference Guide