INTERNATIONAL MARKETING MANAGEMENT - 2021/2
Module code: MANM011
Module Overview
This module provides students practical and theoretical knowledge of International Marketing in contexts, operations and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.
Module provider
Surrey Business School
Module Leader
GILLANI Alvina (SBS)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 7
Module cap (Maximum number of students): N/A
Overall student workload
Independent Learning Hours: 106
Lecture Hours: 11
Seminar Hours: 11
Guided Learning: 11
Captured Content: 11
Module Availability
Semester 1
Prerequisites / Co-requisites
None
Module content
Global marketing research
Global marketing environment
Choice of which market to enter
Market entry strategies
Global marketing activities/ strategies
Implementing and coordinating the global marketing program
Emerging global marketing issues
Assessment pattern
| Assessment type | Unit of assessment | Weighting |
|---|---|---|
| Coursework | INDIVIDUAL PROJECT OF 2,500 WORDS | 100 |
Alternative Assessment
In the event of a student failing the exam, a re-sit exam will be available in the Summer re-sit period. In the event of a student failing the Coursework element (Group Project) an individual case write up will be used as a summative assessment. The student will be provided with a case with 3 case questions to analyse 3 weeks in advance of the submission date, and a word limit of 1500 words.
Assessment Strategy
There are two assessment components in this module:
A group report, 40% weighting, 2500 words, excluding references, figures, and tables. Group feedback will be available through formal written feedback within the standard Faculty timelines. General feedback on coursework performance will be available via SurreyLearn.
Examination, 60% weighting. Individual feedback will be available subject to arrangement with module convenor. General feedback on exam performance will be available via SurreyLearn.
For both items of assessment, a summary statement of generic feedback and group performance will be supplied to assist the student in reflecting on their own individual performance relative to that of peers.
Formative assessment and feedback
The coursework will be the principal means of providing formative feedback. Students will be given indications of achievement in relation to the assessment criteria published with the brief in week one. This will be supplemented by qualitative feedback.
Module aims
- To develop an understanding of the key theoretical concepts of international marketing concepts
- To study the application of international marketing concepts to real business cases
- To examine the various international marketing strategies employed by businesses in global markets
Learning outcomes
| Attributes Developed | ||
| 005 | To demonstrate the ability to write concise reports and discuss concepts of international marketing | KPT |
| 001 | To be able to describe the theoretical concepts related to international marketing, studied in this module | K |
| 002 | To critically evaluate the application of international marketing theory in order to develop effective international marketing strategies. | KCPT |
| 003 | To apply an analytical approach to international marketing topics by comparing the various international marketing mix strategies | KCPT |
| 004 | To critically evaluate the choice of various entry mode strategies employed by firms in global markets | KC |
Attributes Developed
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Methods of Teaching / Learning
The teaching and learning strategy is designed to develop an understanding of the nature and scope of International Marketing and also develop ability of critically and correctly making decisions in each step during the process of implementing International Marketing. The seminars will be based on International Marketing cases and so will give students practical understanding of actual issues. A two-hour lecture will take place every week and a one-hour seminar biweekly.
Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.
Reading list
https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM011
Programmes this module appears in
| Programme | Semester | Classification | Qualifying conditions |
|---|---|---|---|
| Business Management (Entrepreneurship) MBus | 1 | Optional | A weighted aggregate mark of 50% is required to pass the module |
| Business Management (HRM) MBus | 1 | Optional | A weighted aggregate mark of 50% is required to pass the module |
| International Business Management MBus | 1 | Compulsory | A weighted aggregate mark of 50% is required to pass the module |
| Business Management (Marketing) MBus | 1 | Optional | A weighted aggregate mark of 50% is required to pass the module |
| International Marketing MSc | 1 | Compulsory | A weighted aggregate mark of 50% is required to pass the module |
| Business Management MBus | 1 | Optional | A weighted aggregate mark of 50% is required to pass the module |
| Business and Retail Management MBus | 1 | Optional | A weighted aggregate mark of 50% is required to pass the module |
| Intercultural Business Communication and Marketing MA | 1 | Compulsory | A weighted aggregate mark of 50% is required to pass the module |
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2021/2 academic year.