BM3309 – INTERNATIONAL MARKETING

Module Number: BM3309

Module Title: International Marketing

Number of Aston Credits: 20

Total Number of ECTS Credits: 10

(European Credit Transfer)

Staff Member(s) Responsible for the Module:

Dr Riliang Qu
Marketing Group

Nelson Building, Room 227, Extension 3135

Email: r.qu@aston.ac.uk

Availability: Please see office hours on door or group

administrator, Samantha Doidge, NB236, Extension 3147

Pre-Requisite(s) for the Module: BM2214 Marketing Management

BM2257 Marketing

Module Learning Outcomes:

This module is designed to help you develop an appreciation of the special

requirements for successfully conducting international marketing activities.
On successful completion of the module students will be able to:

a) Develop an understanding of key international marketing principles

and practice.
b) Recognize the diversity of international marketing practice.
c) Develop necessary skills and ability to analyze international marketing
issues.

Module Content:

Week 1 Course Introduction

Cavusgil, Deligonul and Yaprak (2005)

Week 2 Internationalisation Theories

Chapters Two & Three; Levitt (1983)
Examines the key theories developed to explain the motives
and growth of the firm as it diversifies into international
markets.

Week 3 International Business Environment (1)

Chapter Six/Seven; see the reading lists.

ABS 2007/8 Page 1 of 5 BM3309

 BM3309 – INTERNATIONAL MARKETING

Examines how the international business environment impacts

upon international marketing decisions.

Week 4 International Business Environment (2)

Chapter Six/Seven
Examines how the international business environment, and
more specifically the cultural environment, impacts upon
international marketing decisions.

Week 5 International Marketing Research

Chapter Five; see reading list for other readings
This lecture will present the fundamentals of International
marketing research, without which only risky international
marketing decisions can be made.

Week 6 International Market Selection

Chapter Eight; reading list
Examines the various selection approaches and discuss the
various factors firms must consider when selecting
international markets

Week 7 Foreign Market Entry Modes

Chapter Nine (Chapters Ten, Eleven & Twelve as background
reading) /Reading list
Methods for entering foreign markets will be described and
contrasted, and a framework for making the foreign market
entry decision will be proposed.

Week 8 International Product Decisions

Chapter Fourteen/reading list
The “standardisation versus adaptation of products” debate
will be presented, and alternative views proposed.
Implications for international market orientation will be
drawn.

Week 9 Communications in the International Arena

Chapters Seventeen /reading list
Discuss the key challenges for effective marketing
communication strategies in the international markets

Week 10 International Distribution

Chapter Sixteen/reading list
An analysis of how firms gain and hold access to international
markets along with the management of good channel
relationships will also be provided.

Week 10 Guest Lecture

(TBC)

ABS 2007/8 Page 2 of 5 BM3309

 BM3309 – INTERNATIONAL MARKETING

Term 2

Week 14 International Sales Management

Chapters Eighteen
Introduce the key issues in personal selling of products or
services globally.

Week 15 International Pricing

Chapter Fifteen /reading list
Both export and global pricing policies will be described.

Week 16 Implementation and Control

Chapter Nineteen
Implementation pertains to translating into actions the
decisions made within the international marketing plan.
Implementation decisions will be outlined. In addition, ways
in which to control for the success of the plan and its
implementation will be provided.

Week 17 Reading Week

Week 18 International Marketing of Services

No reading necessary
Differences between pure service products and the service
attributes of physical goods are outlined. Specific
implications for the international marketing of both types of
services will be described.

Week 19 Revision

Week 20 Revision (Q/A session)

International Dimensions:

As this is a module focusing on International Marketing, the international

dimensions are implicit within the topics studied. More specifically, every
single topic studied within this module examines how to do business or
conduct research across national boundaries. Implications drawn pertain to
both the practice and theory, as the module also highlights how some of the
academic theories developed in the US or UK do not necessarily translate
well into other countries (e.g., the measurement of service quality).

Corporate Connections:

The module will be supported by guest lecturers from international

organisations and companies.

Method of Learning and Teaching:

ABS 2007/8 Page 3 of 5 BM3309

 BM3309 – INTERNATIONAL MARKETING

a) This module is based on specialised themes. It encompasses clear

methodological international marketing guidelines set out in the compulsory
textbook, and lecture sessions aimed at:

- illustrating the methods outlined in the book, providing additional and

complementary perspectives on international marketing issues.

The lectures will be informed as much as possible by groundbreaking

academic research in International Marketing. Since they will build on the
textbook, they will assume that you are already familiar with the material
covered in the textbook. It is therefore imperative that you read the
recommended book chapters/other recommended readings on the reading
list before attending each lecture. Lectures will take place each week.

b) Allocation of Learning Hours

Lectures 20 hours
Surgery Sessions 1 hour
Direct learning (reading 79 hours
articles/books)
Assignment 60 hours
Exam Preparation 40 hours

Total 200 hours

Method of Assessment:

The assessment consists of a written exam (worth 70%) and a coursework

(30%).
i). Coursework

Students are expected to write an essay of 2500 words (Upper limit

excluding cover page, table of contents, abstract and references) on
any one topic chosen from the following:

1. Select a country where English is not the main language of the majority of
the population. Drawing on relevant international marketing theories and
practice, discuss the key differences in the business environment between
UK and your selected country that should be taken into consideration by a
UK exporter when exporting to your chosen country for the first time.

2. Select a well-known international blue-chip company (e.g., McDonalds,

Starbucks, Nestle, etc). Drawing on relevant international marketing
theories and practice, critically evaluate the effectiveness of your chosen
company’s international marketing strategies.

3. A key challenge for international marketers is to develop a good

understanding of the international business environment. Identify the key
environmental factors that are of importance to the success of international
marketing and discuss their impacts on international marketing decisions.

ABS 2007/8 Page 4 of 5 BM3309

 BM3309 – INTERNATIONAL MARKETING

Assessment Criteria: available on the Blackboard.

ii). Examination (70%)

The examination will be closed book and will last 2 hours. The adopted
format is essay questions. Students will need to answer two questions
out of a choice of four. Each question carries equal weight.

ABS 2007/8 Page 5 of 5 BM3309