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Drawing on key theoretical findings from academic journals, this advanced-level paper investigates scholarly and managerially-relevant international marketing topics, including country-of-origin effects, branding, and communication strategies. The paper aims at both providing students with insights into international marketing, as well as furthering development of students’ scholarly understanding of marketing research tools and techniques. The paper is intended as preparation for students who may continue to pursue advanced studies in marketing, and for students who intend to pursue an executive-level career in international marketing or international business.
Most class meetings will be run as discussion seminars. Lectures will be given in class on Mondays, which will also include tutorial-based learning activities and discussions. Participants are expected to have read scheduled readings before each seminar, and to arrive prepared to discuss the readings. The lecturer will select important readings and topics in international and global marketing, with the aim of fostering discussion and debate in these areas. Students will have an important co-creative role in the seminars serving as discussion leaders and active participants. Students are required to allocate significant self-study time (e.g. at least 10 hours per week) for this course.
For more details please see your Moodle.
Students who successfully complete the paper should be able to:
1. Apply the key terms, definitions, and concepts used in marketing in an international environment;
2. Evaluate different cultural, political, and legal environments influencing international trade;
3. Identify and describe the impact of global and regional influences on products and services for consumers and businesses;
4. Recognize and critically analyse the current literature in international/global marketing;
5. Develop creative international market entry strategies;
6. Examine the research methods and associated results employed in international marketing research;
7. Demonstrate the understanding of current issues in international marketing; and
8. Comprehend the skills related to the analysis of international marketing data, in particular, the use of secondary data in assessing the international marketing opportunities; and9. Develop skills to produce a logical and coherent international marketing strategy.Linked to the following assessments:
The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.
The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.
Error: Assessment components must add up to 100%
At least one Assessment Component needs to be entered
|Component Description||Due Date||Time||Percentage of overall mark||Submission Method||Compulsory|
|1. Student led discussion & topic summaries||
22 Jul 2021
|2. Reflective writing||
5 Aug 2021
15 Sep 2021
|4. Country Report||
22 Oct 2021
Required and Recommended Readings*
A list of required readings will be posted in Moodle. Required materials will mostly be articles from scholarly journals, but will also include popular business press articles and online videos.
The following journals are some of the top-ranked peer-reviewed journals in marketing. Most are accessible via the Library catalogue. Note that this is not an exhaustive list, and that journals of similar quality from other fields may be relevant to some paper topics:
- European Journal of Marketing
- Harvard Business Review
- International Journal of Research in Marketing
- Journal of the Academy of Marketing Science
- Journal of Advertising
- Journal of Consumer Research
- Journal of International Business Studies
- Journal of Marketing
- Journal of Product Innovation Management
- Journal of Retailing
- Marketing Letters
- Sloan Management Review
- Journal of Marketing Management
Several international marketing books are available in the library. Each provides an overview of issues in international and global marketing.
Cateora, P.R., M.C. Gill and J.L. Graham, (2013). International Marketing. New York: McGraw-Hill Irwin.
Cavusgil, S.T, P.N. Ghuari and A.A. Akcal, (2000). Doing Business in Emerging Markets. London: Sage.
Craig, C.S. and S.P. Douglas, (2005). International Marketing Research. Chichester: John Wiley.
Czinkota, M.R. and I.A. Ronkainen, (2013). International Marketing. Mason, OH: South-Western Cengage.
De Burca, S. and R. Fletcher, (2004). International Marketing: An SME Perspective. Harlow, England: Prentice Hall.
De Mooij, M., (2011). Consumer Behaviour and Culture: Consequences for Global Marketing and Advertising. Thousand Oaks: Sage.
De Mooij, M., (2011). Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks: Sage.
Jeannet, J-P. and H.D. Hennessey, (2004). Global Marketing Strategies. Boston: Houghton Mifflin.
Keegan, W. J. and M.C. Green, (2011) Global Marketing. Boston: Pearson.
Kotabe, M, Al. Marshall, S.H. Ang, K. Griffiths, R. Voola, R. E. Roberts and K. Helsen (2014), International Marketing. Milton, Queensland: Wiley.
Kotabe, M. and K. Helsen, K., (2010). Global Marketing Management. Hoboken, NJ: Wiley.
Nakata, C., (2009). Beyond Hofstede: Culture Frameworks for Global Marketing and Management. New York: Palgrave Macmillan.
Terpstra, V. and R. Sarathy (1994) International Marketing. Fort Worth: Dryden.
Usunier, J.C. and J.A. Lee, (2013). Marketing Across Cultures. New York: Pearson.
Each credit point represents approximately 10 hours of study time; this means that 10 hours x 30 points = 300 total learning hours.
Students are expected to supplement class meetings with additional preparation hours such as reading, team meetings, project work, studying, and preparation of assignments/assessments.
Linkages to Other Papers*
Prerequisite papers: MRKTG101 and MRKTG200 (or instructor's discretion).
Restricted papers: MINT553 or MKTG553