MRKTG553-22B (HAM)

International Marketing

30 Points

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Division of Management
School of Management and Marketing


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Paper Description

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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.

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Paper Structure

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This paper is Flexi, the student will have the option to attend in class or on Zoom. Most of the meetings will be run as discussion seminars. Lectures will be given in class and on Zoom 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. In the online meetings, students are required to have their cameras switched on. 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.

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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Learning Outcomes

    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; and

    9. Develop skills to produce a logical and coherent international marketing strategy.
    Linked to the following assessments:
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The major internal assessments are described below.
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Assessment Components

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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.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Student led discussion & topic summaries
29 Jul 2022
11:30 PM
  • In Class: In Lecture
2. Reflective writing
11 Aug 2022
11:30 PM
  • Online: Submit through Moodle
3. Discussion
23 Sep 2022
11:30 PM
  • Online: Moodle Forum Discussion
4. Country Report
23 Oct 2022
11:30 PM
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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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.

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Recommended Readings

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Recommended Reading

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.

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Other Resources

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Recommended Websites:
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Online Support

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Some course material may be delivered online through Moodle. Scores, course documents, announcements, and resources will be posted in Moodle. Students are advised to check the Moodle coursesite daily. Participation in online learning may replace some scheduled contact time.
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Each credit point represents approximately 10 hours of study time; this means that 10 hours x 30 points = 300 total learning hours.[1]

Students are expected to supplement class meetings with additional preparation hours such as reading, team meetings, project work, studying, and preparation of assignments/assessments.


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Linkages to Other Papers

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Prerequisite papers: MRKTG101 and MRKTG200 (or instructor's discretion).




Restricted papers: MINT553 or MKTG553

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