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Bachelor of Arts (Honors) in Business and

Management Studies

2015/2016 Curriculum

BSP 6004
International and Global Marketing

Module Hand Book

Offered by

INTERNATIONAL COLLEGE OF BUSINESS & TECHNOLOGY

Version 14 Oct 2016


Semester I
Details of the Module Facilitators

This module is taught by the following academic team.

Module Lecturer Mr Suhard Amit


Site Visiting Lecturer

Module Tutor Ms, Inoka Gunarathne


e-mail inoka@icbtcampus.edu.lk
Site Senior Lecturer and Internal Verifier
ICBT
)

Contact Number 0772978944

Program Office

Program coordinator Mr.DimuthuLakmal

Manager Business Management


Site ICBT

e-mail dimuthu@icbtcampus.edu.lk
Contact Number +94 773 403 168

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Contents
INTRODUCTION...........................................................................................................................4
MODULE AIMS AND OBJECTIVES...........................................................................................4
INTENDED LEARNING OUTCOMES.........................................................................................5
INDICATIVE CONTENT...............................................................................................................5
LEARNING AND TEACHING DELIVERY.................................................................................6
Lead Lectures...............................................................................................................................6
Small Groups (including debates, case studies, reflection sessions)...........................................6
Personal Tutorials........................................................................................................................6
Other Learning activities.............................................................................................................6
ASSESSSMENT AND WEIGHTING............................................................................................7
SESSION PLAN..............................................................................................................................8
ASSESSEMENT INSTRUCTIONS................................................................................................9
Guidance to Examination............................................................................................................9
RECOMMENDED AND REQUIRED READING......................................................................11
Required Reading.......................................................................................................................11
Recommended Reading.............................................................................................................11
Journals......................................................................................................................................11

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International and Global Marketing
BSP 6004
Level: 3
Credits: 20
Program: BA (Hons) Business & Management Studies
April 2016 Intake
Term Dates: Oct 2016 - Dec 2016

Module Type: Taught


Pre-requisites: Level 1 and 2 marketing modules

INTRODUCTION

This module focuses on the complex characteristics of international global marketing, and plays
special attention to the role of culture and language. The course also provides a realistic insight
into what can be achieved with international market places both for B2B and B2C. Finally the
module looks at how different businesses can formulate effective marketing programs for
international market places. The lectures utilize case studies to illustrate how key strategies and
tools can be used with a global environment. This module takes into consideration the essential
international and global marketing concepts, which are demonstrated in your record of
achievement in the examination and the assignment.

MODULE AIMS AND OBJECTIVES

The aim of this module is to apply and expand on students knowledge of marketing in an
international and global context

Thus, it explores how organizations utilize the conceptual models, tools and techniques of
marketing to plan and implement international and global marketing strategies

It also examines the corporate social, ethical and environmental issues that must be taken into
account in the international and global marketing of goods and services

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INTENDED LEARNING OUTCOMES

Having studied this module the student will be able to:


1. Identify sources of information, methods of collection and analysis suitable for international
and global marketing
2. Compare and contrast international and global business environments
3. Evaluate different international and global marketing strategies, planning and implementation
4. Use the tools of analysis and decision making in the preparation of marketing plans to real-
world settings
5. Construct a convincing and comprehensive strategic marketing plan with accompanying
costs and schedules
6. Identify and analyze ethical and environmental factors relating to international and global
marketing

INDICATIVE CONTENT

The content will enable you to apply the fundamental aspects of international and global
marketing concepts whilst incorporating your development of skills and knowledge. You will
explore international business context prevailing in different regions through the integration of
theoretical experiences and the application of knowledge, skills and attitudes developed in the
curriculum. The systems will be studied in the following contexts.

Marketing planning for international/global markets


International/global marketing research
The international/global business environment
Analysis and decision making tools used in international/global marketing
Market assessment and selection
International/global market entry methods
International/global marketing mix
Adaptation Vs standardization mixes
World Bank, International Monetary Fund, World Trade Organization
Ethical, environmental issues
Corporate Social Responsibility

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LEARNING AND TEACHING DELIVERY
Lectures 30 hours
Seminars 18 hours
Student Centered Learning 152 hours
Total 200 hours

Lead Lectures
A lecture enables information and principles to be presented in a logical manner to groups of
students. This is a useful method for presenting an overview of new material to students and
stimulating them to read further around this subject.

Small Groups (including debates, case studies, reflection


sessions)
Small groups will encourage the application of theory to practice and extend the depth and
breadth of their knowledge. They encourage team working and can be motivating, enhance
communication skills and challenge powers of reasoning.These provide opportunities for debate,
exploration of personal thoughts, ideas and practice experiences.

Personal Tutorials
Tutorials and reflection on learning with the personal tutor enable individual progress to be
discussed as well as issues of concern about the programme raised. Tutorialsalso offer the student
academic and pastoral support.

Other Learning activities


Other teaching and learning methods will include the use of scenarios to promotecollaborative
group work, problem identification and problem solving skills as well asutilization of theoretical
knowledge gained from related themes. A range of other activities may be used by students
during modules to support the student directed learning hours.All these activities facilitate a
student's learning from the modules through them being able to pursue further study at their own
pace and at different depths of learning dependent upon their needs.

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ASSESSSMENT AND WEIGHTING

There are two assessments for this module,

Assessment Weig Details of the assessment


instrument ht

Assignment 50% This will consist of a report up-to 3000 words.

Examination 50% Examination date will be notified to the students by


the program office and will be conducted upon
completion of the module. It will be a closed book
examination for three (03) hours.

** You are not allowed to take any books (with the


exception of a dictionary for translation purpose),
journals or typed notes. You are responsible for effective
arrangement and presentation, clarity of expression,
using clear diagrams and examples where appropriate
when presenting the answer.

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SESSION PLAN

DATE TOPIC AID

Introduction to the module


Text Book,
Week 01 SESSION 1 teaching
Global marketing in the firm and the initiation of material
internationalization

Text Book,
Week 02 SESSION 2 teaching
International/global marketing research material
SESSION 3 Text Book,
Week 03 Internationalization theories and developing of the firms teaching
international competitiveness material
Text Book,
Week 04 SESSION 4 teaching
The international/global business environment material
SESSION 5 Text Book,
Week 05 International/global marketselection process and Export, teaching
intermediate and hierarchical entry methods material
SESSION 6 Text Book,
Week 06 International/global marketing mix teaching
material
Text Book,
Week 07 SESSION 7 teaching
International/global marketing mix (continued) material
Text Book,
Week 08 SESSION 8 teaching
Organization and control of the global marketing programme material
Week 09 SESSION 9 CASE STUDY Case

Week 10 SESSION 10 CASE STUDY Case

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ASSESSEMENT INSTRUCTIONS
Assessment will be based on

The discussion relevance to the module


The sources of information (from where did you and will you find information related to
the topic)
Plan for investigation.
Clear and precise presentation
Understanding of the topic and the fair knowledge of the subject scope.

Guidance to Examination
Note the meaning of the following terms appearing frequently in questions
Compare:Examine qualities, or characteristics, to discover resemblances. "Compare" is
usually stated as "compare with": you are to emphasize similarities, although differences
may be mentioned.

Contrast:Stress dissimilarities, differences, or unlikeness of things, qualities, events, or


problems.

Criticize:Express your judgment or correctness or merit. Discuss the limitations and


good points or contributions of the plan or work in question.

Define:Definitions call for concise, clear, authoritative meanings. Details are not required
but limitations of the definition should be briefly cited. You must keep in mind the class
to which a thing belongs and whatever differentiates the particular object from all others
in the class.

Describe:In a descriptive answer you should recount, characterize, sketch or relate in


narrative form.

Discuss:The term discuss, which appears often in essay questions, directs you to
examine, analyze carefully, and present considerations pro and con regarding the
problems or items involved. This type of question calls for a complete and entailed
answer.

Evaluate:In an evaluation question you are expected to present a careful appraisal of the
problem stressing both advantages and limitations. Evaluation implies authoritative and,
to a lesser degree, personal appraisal of both contributions and limitations.

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Explain:In explanatory answers it is imperative that you clarify and interpret the material
you present. In such an answer it is best to state the "how or why," reconcile any
differences in opinion or experimental results, and, where possible, state causes. The aim
is to make plain the conditions which give rise to whatever you are examining.

Illustrate:A question which asks you to illustrate usually requires you to explain or
clarify your answer to the problem by presenting a figure, picture, diagram, or concrete
example.

Interpret:An interpretation question is similar to one requiring explanation. You are


expected to translate, exemplify, solve, or comment upon the subject and usually to give
your judgment or reaction to the problem.

Justify:When you are instructed to justify your answer you must prove or show grounds
for decisions. In such an answer, evidence should be presented in convincing form.

List:Listing is similar to enumeration. You are expected in such questions to present an


itemized series or tabulation. Such answers should always be given in concise form.

Outline:An outline answer is organized description. You should give main points and
essential supplementary materials, omitting minor details, and present the information in
a systematic arrangement or classification.

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RECOMMENDED AND REQUIRED READING

Required Reading
Doole I. and Lowe R. (2008) International Marketing Strategy 5/e. Pearsons, London (e-
Book)
Hollensen, S. (2009) Essentials of Global Marketing, Financial Times Press, London
Hollensen, S. (2005) Marketing Planning. A Global Perspective. Pearsons, London

Recommended Reading
Bennett, R. (2002) International Marketing : strategy planning, market entry and
implementation, London : Kogan Page
Burton, D (2009) Cross-Cultural Marketing. Taylor & Francis, Abingdon (e-book)
Craig, C (2000), International Marketing Research, Chichester : Wiley
Czinkota, M (2007) International Marketing, Mason, Ohio : Thompson South Keegan
Green, M (2007) Global Marketing, London, Pearson Prentice Hall
Wild, J (2007) International Business : the challenges of globalization New Jersey, N.J.
Prentice Hall
Wilson, R. and Gilligan, C. (2003) Strategic Marketing Management: Planning,
Implementation and Control. Butterworth Heinemann. Oxford (e-Book)

Journals
Journal of International Marketing
Marketing Management Journal

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