Study Guide

Objective

The course is designed to provide students with an introduction to international marketing. On completion, this course will provide a solid foundation for understanding the global business environment and the student will be equipped with a set of conceptual and analytical tools that prepare him/her for applying successfully the four P’s to global marketing.

This course provides the participants with a general understanding of the various management practices which a business manager should consider in the international context, with a special emphasis on issues related to cultural diversification. The course is built around questions faced by companies wishing to do business in a global marketplace

Content

Framework of international marketing
International environmental analysis
Culture
Models of market entry
Internationalisation of the marketing mix
Development of international marketing strategies
Impact of globalization; cultural considerations;
Implications for organisational systems and HRM.

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

Knowledge:
• demonstrates ability to use and apply the concepts and theoretical framework learned in this course

Skills:
• demonstrates ability to analyse, compare, combine and select information and present alternative practices
• demonstrate ability to analyse, reflect upon and critically assess competence and practices of the professional field using acquired knowledge
• demonstrate ability to work independently, responsibly, with initiative and flexibly in all learning and operational environments
• demonstrate creative but realistic and pragamatic approach to problem solving

Attitudes:
• work smoothly and professionally as a team to achieve common goals of the group
• apply critical professional ethical principles
• excellent team work and output

Assessment criteria, good (3)

Knowledge:
• demonstrate ability to systematically use the concepts learned in this course
• able to name, describe and give reasons for basic knowledge of the theories and concepts learned in this course

Skills:
• ability to select appropriate practices based on acquired knowledge and instructions
• ability to work independently and responsibly completing different tasks in all learning and operational environments
• ability to apply techniques and concepts learned under minimal guidance
• ability to use creative but realistic and pragamatic approach to problem solving

Attitudes:
• work smoothly and professionally as a team to achieve common goals of the group
• work according to professional ethical principles
• good team work and output

Assessment criteria, satisfactory (1)

Knowledge:
• ability to identify the main/individual concepts learned in the course
• ability to apply basic analysis using the concepts and theories learned from the course

Skills:
• ability to work in an appropriate manner, though some uncertainty may be evident in the work
• ability to work appropriately under more guidance and supervision in different learning and operating environments
• ability to use the techniques and models of the professional field in basic application

Attitudes:
• professional conduct in communication, updates, interactions within the team and with supervisor
• work according to professional ethical principles
• team work is largely satisfactory