International Marketing Strategy



Rationale


The major economies of the world and their trading systems are becoming increasingly integrated. This 'borderless world' is centered on the interlinked economies of the Triad: Asia, Western Europe and North America. the accelerating growth in both trade and direct foreign investment reflects the increasingly international nature of both industry structures and the ownership of value-adding facilities.

The types of changes taking place in the international trading environment are constantly shaping opportunities and creating threats. Adapting to the global market place is increasingly becoming a requirement, not an option, for organisations and their management. As a consequence of the internationalisation of markets, having an awareness of the forces at work, and means of responding to them is essential for the continued success of business across all sectors.

This module is designed to promote such awareness and facilitate skills in the devlopment of international marketing strategies and the means by which domestic markets might be defended against an 'attack' from non-domestic competitors.



Aims


The aims of the module are:




Learning Objectives



On successful completion of this module participants will be able to:


Indicative Content



Implemetation Strategy


The scheme of work developed for this module will broadly plan to progress through the identified indicative content. Directed reading will prepare delegates for the workshop sessions.

At the workshop, case studies will be used to realise the aims and objectives set for the module. This will relate to a range of organisations and international settings. Delegates will be encouraged to use their own organisational experiences to develop discussion around three main themes wihtin the module.

The case study approach will be supported and complemented with some formal inputs to deliver the main areas under consideration. Appropriate video material will be utilised to illustrate further case examples and cite aspects of relevance. Current journal and press articles will also ensure that the analysis of international marketing strategy relates to present developments in various markets and organisational contexts.


Assessment Strategy


The module will be assessed using an individual written assignment of approximately 3,000 words. This will centre upon research and analysis of a case study which requires delegates to produce a management report, based on given terms of reference. Issues relating to marketing analysis, strategic choice and implementation regarding the international context of the case study will be addressed within the report. The aim is to enhance analytical abilities in the consideration of international business and its implications for marketing strategies associated with such developments.

Reading


Nene/BPP Text International Marketing Strategy Included in module guide
Phillps C, Doole I & Lowe R International Marketing strategy Routledge 1994
Fifield P & Lewis K International Marketing strategy Butterworth-Heinemann 1995
Paliwoda S International Marketing strategy Butterworth-Heinemann 1993
Jeannet J P & Hennessey H D Global Marketing Strategies Houghton Mufflin 1994
Terpstra V & Sarathy R International Marketing Dryden 1994



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