International Marketing *
Name of module: International Marketing *
Exam number: 3262
Form of the module (i.e. obligatory, elective course): Wahlpflicht
Frequency of module offer: Summer semester 2009, Summer semester 2010, Summer semester 2011, Summer semester 2012, Summer semester 2013
Prerequisites: It is essential that students have successfully completed a previous Introduction to or Principles of Marketing module. IBA-Bachelor-Students and Foreign Exchange Students ONLY! Registration in the Viadrina Moodle System is required. "Orientierungsphase" should be completed.
Applicability of module for other modules and study programmes:
Serviceveranstaltung für Studierende der Kultur- bzw. Rechtswissenschaften
Person responsible for module: Michael C. Pedley MBA MCIM (Manchester Metropolitan University)
Name of the professor: Michael C. Pedley MBA MCIM (Manchester Metropolitan University)
Language of teaching: englisch
ECTS-Credits (based on the workload): 5
Workload and its composition (self-study, contact time):
Kontaktzeit (Vorlesung, Übung, Seminar etc.): 37,5 Std.; Selbststudium: 112,5 Std.
Contact hours (per week in semester): 3
Methods and duration of examination:
It is possible to earn a course requirement (Eigenleistungsschein). Provided that you successfully complete the final 1h examination (50%) and a practical group assignment (50%). The assignment will be a written analysis. Please note that due to the block course structure regularly attendance and participation is mandatory.
Emphasis of the grade for the final grade: Eins
Aim of the module (expected learning outcomes and competencies to be acquired):
By course completion, students should be able to:
1. Understand the current international economic and political environment.
2. Understand the basic components of marketing strategy and tactics.
3. Understand the integration between demand and supply management in an international context.
4. Articulate the importance of cultural disparities when developing marketing strategies.
5. Understand the importance of market research generally, but also how market research is modified to effectively understand customers across cultures.
6. Understand how firms manage products, services, and brands in a international environment.
7. Understand the importance of ethical marketing management across multiple cultures.
Contents of the module:
The main objective of this course is to develop a managerial understanding of international marketing. This course will help students enhance their analytical, decision making and implementation skills in an intense, highly challenging project of developing an actual marketing plan. The course will place an equal emphasis on managerial and marketing issues faced by firms operating in many parts of the world. More specifically, this course will:
- examine the role of marketing in world markets and review its theoretical justification;
- provide an overview of business in the international context (structure, problems and opportunities, causes and results of performance, etc.);
- study marketing theory and management in light of vastly different political, cultural, legal, and economic environments abroad
This course deals with a number of important subjects that arise in the activities of companies at the trans-national level. Concepts are taken from business strategy, international economics and other areas of business administration, and they are used to examine empirical international business situations as well as specific company case histories. Students will be shown how to integrate decision models and methods, and the strategy and policy issues confronting enterprise management at the international level. This course also prepares students for adding an international dimension to other courses in the Bachelor Programs.
Teaching and learning methods:
Formal lectures will be supported by materials including visual aids, and appropriate videos, plus interactive sessions involving case studies.
Literature (compulsory reading, recommended literature):
J. Jeannet and H.D. Hennessey. GLOBAL MARKETING STRATEGY. 6th. Edition Houghton Miflin 2004.
L.S. Walsh. INTERNATIONAL MARKETING. 3rd edition 1993 Frameworks, Financial Times Pitman Publishing. Check Amazon for 1pence copies.
R.D. Roberts. THE CHOICE – a fable of FREE TRADE and PROTECTIONISM. Prentice Hall. Check FT Prentice Hall site for discounts.
In addition texts, websites, and extracts will be recommended in line with the Lecture Topics.
The business pages of the broadsheet Daily and Weekend Press will supply excellent material, eg the International Financial Times. Periodicals should include the Economist and International Business Week. Television and Radio also have specialist programmes. For an external view check BBC World Service, for the GLOBAL BUSINESS Programme. If BBC television is available check for World Business and the MONEY PROGRAMME from BBC 2.( check availability on the Internet). Relevant subject websites will be supplied in lectures.
Please check Moodle portal.
Access is restricted for IBA Bachelor students and international exchange students enrolled in the IBA Program. Registration in Moodle required.