Week |
Topic |
Reading Quizzes |
Case Studies |
Week 1 |
Scope and challenge of international marketing |
Significance of international marketing |
Soda Stream |
Scope and challenge of international marketing |
International Marketing Task |
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Week 2 |
Cultural dynamics in assessing global markets |
Self-reference criterion |
The not so wonderful world of Disney |
Cultural dynamics in assessing global markets |
Developing a global awareness |
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Culture's pervasive impact |
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Definitions and origins of culture |
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Elements of culture |
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Week 3 |
The political environment |
Sovereignty of nations |
Amazon Prime |
The political environment |
Stability of government policies |
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Political risks of global government |
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Assessing and lessening political vulnerability |
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Government encouragement |
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Week 4 |
Emerging Markets |
Marketing and economic development |
Marketing to the bottom of the pyramid |
Emerging Markets |
Marketing in a developing country |
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Big emerging markets |
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Regional economic integration and the EU |
Economic union - factors for success |
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Week 5 |
Regional economic integration and the EU |
Patterns of multinational cooperation |
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Europe |
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Implications of marketing integration |
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Market entry strategies |
Alternative market entry strategies |
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Week 6 |
Writing a marketing report |
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Review |
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Week 7 |
Mid Term Exam |
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Products and services for consumers |
Products and culture |
Billabong |
Week 8 |
Products and services for consumers (Cont'd) |
Analysing productcomponents for adaptation |
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Brands in international markets |
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International marketing channels |
Channel of distribution structures |
Dixons Retail PLC |
Week 9 |
International marketing channels |
Distribution patterns |
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Alternative middlemen choices |
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Factor affecting choice of channels |
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Channel management |
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The Internet |
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IMC and international advertising |
Sales promotions in international markets |
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Week 10 |
IMC and international advertising |
International advertising strategy and goals |
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Week 11 |
Pricing for international markets |
Pricing policy |
Jelly Bean factory |
Pricing for international markets |
Approaches to international pricing |
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Approaches to reducing price escalation |
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Week 12 |
Industrial Marketing (B2B) |
Trade shows - crucial part of B2B marketing |
B2B relationships - Ford and Firestone |
Industrial Marketing (B2B) |
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Week 13 |
Making a marketing presentation |
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Group Presentations |
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Week 14 |
Group Presentations |
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Review |
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TBC |
Final exam |
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